Porsche has always understood the power of heritage. But heritage means little if it stays in the past. To introduce the new Cayenne Electric, FLO BX created a campaign that connected Porsche's electric future with the racing legacy that shaped the brand. Rather than relying on a traditional launch programme, the story unfolded across the streets of Prague.
Porsche Cayenne Electric: Racing Heritage, Set in Motion
IDEA
Carries tons of racing history
Some product features are best demonstrated rather than explained.
The idea was simple. Use the Cayenne Electric's towing capability to bring Porsche's racing heritage into the present. With a towing capacity of up to 3.5 tonnes, the new Cayenne Electric was used to tow one of Porsche's most iconic race cars through the heart of Prague.
It was a sight few people expected to see.
As the convoy moved through the city, crowds gathered, phones appeared and conversations started. Media, creators and enthusiasts followed the journey as it unfolded.
What began as a product demonstration quickly became something larger. A public spectacle that connected one of Porsche's newest vehicles with one of its most recognisable symbols.
COMMUNITY ACTIVATION
A Story Worth Following
The stunt may have lasted a day, but the story continued long after the convoy disappeared from view.
By integrating a variety of influencers and ambassadors, we were able to utilize their platforms and create great reach not only into the common Porsche community but also into pool of customers from new target groups.
What started as a demonstration became a talking point, generating organic content, conversation and engagement around the launch of the new Cayenne Electric.
WHEN LEGENDS MEET
Turning a Launch Into a Cultural Story
The stunt created attention. The next step was creating meaning.
To extend the narrative beyond the launch moment, FLO partnered with celebrated automotive photographer Bart Kuykens. Known for documenting the culture surrounding Porsche ownership, Bart was commissioned to capture the Cayenne Electric across a series of iconic Prague locations in connection with Formula E driver Gabriela Jílková, aka QuickGabi.
This connection gave the activation needed authenticity. Through Gabi's racing background, we were able to tell the true story of the new Cayenne Electric and its racing heritage.
The photography we created might help emotionalise dealership and test-drive experiences.
POP-UP EVENT
Speed Dates: The Last Dance Pop-Up
The final chapter of the project took place away from the streets.
The Last Dance brought together photography, conversation, and automotive culture in a temporary pop-up experience in Prague.
In collaboration with Konsepti (design furniture reseller) and Speed Dates (Arts&Cars community), we created a curated space, where visitors explored Bart Kuykens' work, revisited the story behind the stunt, and participated in a series of informal activities with members of the wider Porsche community.
Part exhibition, part gathering, the event gave people an opportunity to engage with the story of the new Cayenne Electric in person and brought the project to a fitting close.
Creating a movement
The project showed how a product feature can become something far more powerful when turned into a story people can experience for themselves.
By using the new Cayenne Electric to tow one of Porsche’s most iconic race cars through Prague, FLO BX created a launch moment that connected real product capability with Porsche’s racing heritage in a way that felt immediate, visible and memorable.
But Prague was only the beginning. By piloting the project and developing clear production guidelines, we created a framework that can now be followed across the CEE region.
Now is the moment to bring Porsche racing heritage into motion across the entire CEE region, from Bratislava and Riga to Tallinn, Budapest and all the way to the streets of Istanbul.
"We celebrate the launch of the new Cayenne Electric alongside 75 years of Porsche Motorsport, highlighting how Porsche has been bringing motorsport technology into everyday driving for decades. Wherever the road leads.”
Colas Henckes, Director Marketing Porsche Central and Eastern Europe
3
Days of activation
28
Markets to follow
This project wouldn't have been possible without the contributions of these essential team members:
Client: Porsche CEE
Creative Lead: Václav Krejčí
Head of FLO BX: Pavel Flégl
Agency: FLO
Photography: Bart Kuykens
Venue Partner: Konsepti
Racing Heritage, Set in Motion
In a world where product launches are often reduced to specifications, the Cayenne Electric showed how a single feature can become a story people want to follow. If you want to turn product capability into a story people remember, we’d love to help you put it in motion.
