There are big ideas. And then there are those that don’t fit on one continent. To help retire the existing generation of the venerated Porsche Cayenne, our friends at Porsche Latin America tapped us to help create an experience that would integrate the marketing efforts of the entire region while highlighting the unparalleled capabilities of this amazing vehicle.
With the team at Porsche, we helped create Expedición Cayenne, a three-month, 3,200-mile road trip from Tierra Del Fuego, Argentina to Mexico City, Mexico. Our team ran the rugged Cayenne across barren deserts, Andes mountain passes, Amazonian rivers, dusty highways and sparkling cities, capturing the stunning vistas and friendly faces of Latin America.
We created a virtual home where Porsche fans could follow the Expedición in real-time, showing video content, interactive maps and a travelogue that was updated daily. The Expedición was mapped to connect various Porsche Centers across Latin America, integrating the mission with live experiences and events to celebrate the arrival and launch of each successive leg.
Expedición was so successful that Porsche adopted a similar mission across the world modeled on our event, culminating in the launch of the newest generation of the Cayenne in May 2017.