Barrett and Welsh created the “Be it all, feel it all” campaign to attract Chinese Canadian EV aficionados to the Porsche Taycan. The campaign springboarded from Angry Butterfly’s Follow your feelings genpop campaign.

The wealthy Chinese Canadian electric car audience are EV-cognoscenti—they live and breathe electric cars, and as Porsche lovers, the Taycan is the car of their dreams. We turned their expectations of driving electric upside-down with the Porsche experience of electric. The kind of experience that makes the most hardened EV data geek feel first and think later. 

We invited our hyper-rational audience to open up—to overfeel—and to be all the many things they want to be, everything, everywhere, all at once and to be exhilarated by sensory overload that comes from driving a Taycan.

The result was electrifying.

The campaign ran on DOOH in luxury retail environments, paid social platforms like Weibo, in print, and web digital display platforms in minority-owned and operated media platforms, in Traditional Chinese/Cantonese and Simplified Chinese/Mandarin.

The campaign hit more than double its impression targets with 5.1 million impressions, 33,000+ clicks, a CTR of 0.62% and nearly 300 conversions—an extraordinary feat in the rarefied air of luxury performance EVs.