The Problem: Canadian Millennials and Gen Zers perceive Porsche as an old and unexciting brand, with the Global Esprint Challenge going unnoticed among gamers.

The Solution: Enhance the engaging broadcast they've already produced by incorporating two Twitch streamers as co-hosts for the most significant races in Canada.

Each streamer covered the events in their unique way, making them entertaining for their respective communities. We tasked the streamers with enhancing chat interactivity and involving the audience in the action. This simple yet well-executed idea resulted in an all-round success, placing Porsche at the center of competitive gaming and introducing the race to an entirely new audience.

The Results: Silver in PHD’s Global VW Award secured two more years of the program.

The numbers: 1.5 Million Total Views. 3.6 Million Total Minutes Watched. 11% lift in brand favourability.