What unites custom woodworking artist Yahya Jeragh, automotive enthusiast Louay Bahman, equestrian champion Yara Al-Hunaidi, sports and fitness entrepreneur Abdullah Al-Askari, and swimming champion Zain Alabdeen Qali? An unbridled passion for taking on life’s biggest challenges and a shared sense of hope for a more sustainable future, emblematic of the ever so distinctive Porsche Taycan. Featured in Porsche Centre Kuwait’s #ThatsWhyOurSoulsConnect campaign, the social media video series has captured the hearts and minds of the local community, garnering Porsche Centre Kuwait, Behbehani Motors Company the prestigious Marketing Innovation Award for 2020.
The highly emotive and engaging Taycan campaign which builds on the Taycan’s #SoulElectrified motto asks prominent Kuwaitis the age-old question: Why do our souls connect? And delivering their answers via an empowered storytelling narrative, we see each personality in their own element, representing the powerful driving force behind the innovative, all-electric Porsche Taycan.
The accolade, organized by Porsche Middle East and Africa, the brand’s regional office supporting a total of 19 markets, was announced during a recent conference. It is the second time Porsche Centre Kuwait has collected the esteemed award since its introduction in 2017. The nominations focused on engaging people with the all-new Taycan, Porsche’s first fully electric sports car. The team of Porsche Centre Kuwait developed the best campaign which saw respected Kuwaitis who have excelled in a number of disciplines in the sporting, arts, and cultural communities, tell their story of willpower, ambition, and talent, linking them to the Taycan’s unique features.
Hany Marie, General Manager at Porsche Centre Kuwait, said the campaign carries the personal touch and the emotion that Porsche owners already relate to and introduces it to the exciting new Taycan that will propel Porsche into the future: “Using the hashtag #ThatsWhyOurSoulsConnect, this is all about passion and striving in your own field of work. By choosing an artist, a horseback rider, a racing driver, a swimmer, and a fitness professional, we see the passion that has lifted them to their respective heights and how that influences every other part of their day and ultimately relates to their love of a sustainable future that the new Taycan can deliver.”
“We are exceptionally proud to win this award for a second time and as our customers already know, they can rest assured that Porsche Centre Kuwait is always looking for new innovations and initiatives to create engaging content that is attractive to our customers and fans and connects the Porsche values with their lifestyle.”
The #ThatsWhyOurSoulsConnect campaign was judged based on the creativity of the content, innovation in the experiential marketing strategy, the effectiveness of the campaign in enhancing public awareness, and its contribution to increasing brand equity. The Marketing Innovation Award also factors efficiency and quality.
Markus Peter, Marketing Director at Porsche Middle East and Africa FZE, congratulated the team: “The launch of the brand’s first fully electric vehicle required a break with traditional ways of communication to create wider awareness for our E-Performance program and reach new target groups. The team at Porsche Centre Kuwait created an engaging campaign that linked the talent and ambition of individuals with the features of our Taycan, a benchmark model at the forefront of electric sports cars for everyday usability.”
The videos were posted on Porsche‘s local and international social media channels and shared many times, showing how five Kuwaiti talents including Yahya Jeragh, custom woodworking artist, Louay Bahman, automotive enthusiast, Yara Al-Hunaidi, equestrian champion, Abdullah Al-Askari, sports and fitness entrepreneur and swimming champion, Zain Alabdeen Qali, connect their respective skills and talents to the Porsche Taycan and everything it embodies.“
This combined effort from everyone at Porsche Centre Kuwait to create such a successful and emotive campaign is yet more evidence of the dedication and commitment shown by our dedicated team. None of this, however, could have been possible if it were not for the strong support and loyalty of our customers,” Hany Marie said.
For more information, visit Porsche Centre Kuwait, Behbehani Motors Company, please call 1870 870 or head to porschekuwait.com. For the latest updates on social media, follow @PorscheCentreKuwait on Instagram and Facebook.
