Bloomberg Media’s new Kinection custom content group partners with Porsche

What do a rocket scientist, a fighter jet test pilot and a concept car designer have in common? Answer: they were brought together by Kinection to race the new Porsche 911.

Announced earlier this year, Kinection builds on existing in-house creative capabilities – with a new focus on creating momentum for brands by using Bloomberg’s core strengths in technology and data to make connections with premium audiences.

Watch: Behind the scenes on Ever Ahead with Kinection and Porsche

One of the first efforts launched under the new Kinection umbrella is an integrated web, mobile, video and audio partnership with Porsche. The “Ever Ahead” campaign dynamically tells the story of the new 911 through the lens of a time-trial competition between drivers who uniquely represent the model’s key attributes: engine, aerodynamics and design.

Experience: Ever Ahead, by Kinection and Porsche

"We reach an audience of business and finance professionals who love to compete, who can well afford to drive an amazing car,” noted Allan Wai, Kinection’s global commercial creative lead. “So we knew we could connect Porsche with that audience on a deep level through each driver’s expertise and enthusiasm for the car.”  

Added Keith Grossman, Bloomberg Media’s US Head of Sales: “Our understanding of what drives the most influential people in the world puts us in a unique position to partner with a premium, iconic brand like Porsche to create content that is wanted, resonant and entertaining for a very high-level group – at scale.”    

“Porsche was excited to work with Bloomberg on this project,” said Andre Oosthuizen, Vice President of Marketing at Porsche North America. "Their ability to bring relevant, high caliber industry authorities together on this integration was vital to its success. Connecting our flagship model, the iconic 911, with industry leaders from design, aviation and turbo engines helped show just how advanced the new 911 is within a seamless environment for the Bloomberg audience.”

Past projects for the Kinection team have included using VR to design a custom Green Room experience for HPE and exploring complex life questions around family values and legacy planning in partnership with UBS; the Kinection group will also be producing custom content for partner Cisco that aligns with Bloomberg’s new Big Problems, Big Thinkers video series.

– Jen Robinson | June 27, 2016