The Porsche Classic Restoration Challenge
Project Ask
To assist with the Luftgekühlt activations, The Restoration Challenge and a Classic Rally to bolster its in-house team.
Client
Porsche Classic
Location
Los Angeles, CA. San Francisco, CA. Monterey, CA. Atlanta, GA.
Deliverables
Consulting. Planning. Production. Execution. Social media management. Tracking and reporting.
Our Role
Over the years, The ID Agency has fulfilled a number of roles for Porsche Classic. It’s included the planning and production of its Luftgekühlt activations, as well as planning, production and execution of a Classic Rally from Monterey Car Week plus the Restoration Challenge.
Client objective: Seeking assistance with its Luftgekühlt activation, Classic Restoration Challenge and a Classic Rally to bolster its in-house team
Agency role: Consulting, planning, production, execution, social media management, posts, tracking and reporting
The Challenge
Historically, the Restoration Challenge has been won by large dealerships with more robust resources and bandwidth. However, Porsche Classic has prioritized a desire to level the playing field and tasked The ID Agency to coordinate a judging mechanism that didn’t solely favor social media audience metrics. Additionally, the Restoration Challenge Finals event wasn’t part of a larger Porsche NA activation in 2024, requiring The ID Agency to conceptualize and pitch a variety of event strategies in and around the Los Angeles area. The event needed to accommodate a high level of hospitality for the challenge finalists, a VIP judging panel, and a number of Porsche staff. The event also needed a public interface to accommodate the “People’s Choice” award selection.
The Solution
To address challenges in Porsche Classic’s scoring system, The ID Agency devised a solution that incentivized engagement and creativity across participating centers. We introduced a structure that rewarded the highest engagement rate per post and/or overall profile engagement, alternating each month to encourage diverse content strategies. Additionally, video performance was factored in, with recognition for the highest video views on culmination content. This approach ensured fair scoring, increased participation, and maximized organic reach across the Porsche Classic digital platforms.
The Restoration Challenge Finals took place across multiple levels of the Petersen Automotive Museum in Los Angeles. A VIP experience in the museum’s penthouse welcomed the attending dealership representatives and a selection of automotive influencers to judge the ten final cars. The vehicles were arranged within a custom display in a high-traffic area of the museum, with signage informing museum patrons of the Restoration Challenge and how they could contribute to the People’s Choice award. The majority of the final vehicles remained in place after hours for an invite-only Porsche event in the museum to celebrate the brand’s cultural impact.
The Results
Luftgekühlt
For the Luft show series, The ID Agency has managed a number of different solutions, according to the requests from the internal Porsche Classic team. This can include site visits to establish booth footprint, building decor, etc to help the team visualize the space. In the past we have devised booth solutions, sought approval and put into production. More recently, we’ve been involved in booth creation, finding production partners to assemble the ideas devised by the Porsche Classic team, including film props, stage lighting, etc. Our role has been extremely flexible in order to best serve the needs of the client, ensuring Porsche Classic is satisfied with the display area and ready to fully interact with its customers.
Porsche Classic Rally CA 2019
The ID Agency was heavily involved in the planning, organization and execution of the first Porsche Classic Rally. Taking place in 2019, it invited Classic owners to drive from Monterey to Los Angeles following Car Week. We helped to plan the drive route, provide driving support, locate suitable stopovers, restaurants and a hotel. The ID team designed the logo, which was shared with participants as an enamel badge, sticker and T-shirt. We also created the the event invitation, event signage at each stop plus a map book with turn-by-turn directions, points of interest, dealer ads and more. The Rally was well received by the participants and Porsche staff.
Project Gallery
