Porsche Middle East and North Africa

Road to Liwa – 911 Dakar x Amna Al Qubaisi

A journey of firsts for the legendary 911 Dakar and one of UAE’s rising racing champions.

The goal was to reinforce the positioning of the 911 Dakar as the ultimate off-road sports car and to show its versatility, how it’s not just about motorsport and is perfectly suited for the Middle East, making the car relevant again since its launch in 2022. The idea was to do this through exciting content, integrating motorsport and lifestyle while showcasing the brand’s values of innovation, through a new perspective and a local narrative.

This vision came through with Road to Liwa, a story of the 911 Dakar making its maiden journey from Abu Dhabi to Liwa with Amna Al Qubaisi, UAE’s first female F1 Academy driver, underscoring how the 911 Dakar seamlessly blends urban lifestyle with off-road quests.

We launched the film with social content that created a lot of buzz, followed by a teaser film.

The teaser film:

The main film’s release was announced through a series of Stories which highlighted the essence of the campaign and directed our audience to the PR article on Porsche’s website.

The main film:

The results were off the charts:

UX Writing and EDM Marketing for Icons of Porsche 2023

The region’s coolest gathering returns.

Icons of Porsche in its 3rd edition had one objective – to be bigger and bolder than ever before by doubling the number of visitors this time around. From launching a full scale digital campaign and designing the website to rolling out various print collaterals and an end-to-end EDM campaign, I led and executed all the communication deliverables across this extensive 4-month project.

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