This can be seen as a brave attempt by Porsche to open up a new development track. With the trend of younger audience, Porsche has begun to explore in the virtual field to further meet the needs and preferences of generation Z.
As early as August 20021year, Porsche brand set foot in the digital collection market, and auctioned exclusive design sketches as NFT artworks for the first time. In September of the same year, the first creative activity of Porsche Art Living Room was held in Chengdu, which deeply discussed the influence and value of digital collection in enterprise level and art field. At the same time, Porsche has further invested in Wanxiang Culture, a virtual digital service provider. At the end of 2022, Porsche launched the first cloud amusement city-"Porsche Dream City", aiming at creating a cloud interactive scene in the digital age. Today, Porsche China's dream trip to expand the virtual world opened a brand-new website-with the release of its first digital series, it officially entered Web 3.0.
Michael Kirsch, President and CEO of Porsche China, said, "Since 20021invested in Vientiane culture, Porsche has continuously invested a lot of talents and resources in the virtual and digital fields. With the launch of Porsche China's first digital collection project, the trip to Web 3.0 officially kicked off. "
△ Porsche China President and CEO Kosmai
Dream car driving into virtual world
The digital series "9 1 1- Dreamer" released this time is based on the classic Porsche model 9 1 1, which is specially customized for China users, aiming to create a virtual world of dream cars with brand enthusiasts and stimulate a refreshing and unique experience. The digital series is limited to 996 pieces to commemorate the first Porsche 9 1 1 model 996-the fifth generation 9 1 1 model introduced to China.
The dream trip begins with a white Porsche 9 1 1 digital series waiting in the garage. After collectors have a digital collection of "9 1 1- Dreamer" series white Porsche 9 1 1, they can use it as a dream canvas, choose a favorite theme from six different themes, add color to their dreams, and finally get a 91/with unique skin. The six themes are "Dream", "Eternity", "Exclusive", "Extreme", "Adventure" and "Pioneer", which not only express the consistent product modeling concept of Porsche, but also interpret the distinctive personality of Porsche owners and enthusiasts.
Among them, the theme of "dream" echoes the theme of "9 1 1- dreamer" series, and 96 pieces will be released as rare skin. The other five themes distributed 180 skins, with a total of 996 skins. When the collector selects the favorite skin, the original white digital collection 9 1 1 will be destroyed in the blockchain, and the digital collection with the same chain address will be replaced by the color 9 1 1 with the skin. In this way, Porsche hopes to convey to users that the journey of pursuing dreams is different, and each different choice represents different experiences and experiences. Every dream deserves respect; Every dream is colorful.
Building Web 3.0 Community of Porsche China
In addition to the value of art collection, the digital collection released by Porsche China also carries a deeper meaning-linking brands, car owners and enthusiasts in the virtual world through digital collection, creating a Web 3.0 community that is continuously operated by brands and deeply built with users, thus expanding more user experiences that break through the limitations of the physical world.
Behind the blockchain ID of each "9 1 1- dreamer" stands a "resident" of the Porsche China Web 3.0 community. Every resident will be invited to build a dream space connecting the virtual world and the real world with Porsche China, participate in rich community activities, enjoy the escalating community rights and interests, and even innovate products and new services with Porsche China Innovation Office.
Therefore, at the beginning of 2022, Porsche China established an independent Web 3.0 and digital collection project team, led by the Innovation Office of the Company's Strategy and Development Department, connecting different business departments, dedicated to exploring the cutting-edge trends in digital related fields from the brand perspective and exploring more innovative applications close to users.
Extend the concept of sustainable development to the digital world.
Although digital acquisition based on blockchain smart contract plays an important role in the scene connecting the real world and the virtual world, the power consumption of blockchain technology has always been an urgent environmental challenge. Therefore, Porsche has extended its commitment to sustainable development to the virtual world: the "9 1 1- Dreamer" digital collection project will also be realized.
Net carbon is regarded as one of the important goals.
For the digital series released this time, Porsche China will support environmental protection projects and carbon emissions generated in the winding process. In addition, the brand plans to build a "dream forest" in Minqin County, Gansu Province in the spring of 2023, which will be owned by Porsche China Web 3.0 community residents. Every collector of "9 1 1- dreamer" will have a sapling in this "dream forest" and get a tree planting certificate. These certificates will be converted into digital collections and airdropped into each collector's account.