Among the top brands in the automotive industry, Porsche is nenowned for manufacturing the world’s most elite high-performance sports cars, SUVs and sedans.
Crossing over from performance to luxury
To succeed in the launch of the Panamera – their first ever luxury sedan – Porsche needed to connect with affluent women, without alienating legacy brand afficianados, mostly adreniline-filled men. Success would be predicated on appealing to two very different audiences with two very different promises, all while staying on-brand.
Uncompromisingly Porsche, yet uncompromisingly luxury
To help Porsche engage affluent women, we needed to speak to this target’s interests and passions. Yet the campaign would still need to be uncompromisingly Porsche, and true to Porsche’s legacy and identity.
Cementing its place in a brand new category
The Panamera launch firmly entrenched Porsche within a new category, with a new audience and fan base. Our award-winning marketing campaign took the industry by storm, and we built a foundation for a new vehicle that continues to rise in popularity and profitability over a decade later.
What was missing from the marketplace was a vehicle that met the everyday needs of the affluent lifestyle. Rich people crave practicality, and thus practicality become central to our marketing strategy.
At the core of our Porsche Panamera launch campaign was a commitment to presenting this new vehicle as something unique, but only within the context of a brand rooted in automotive excellence. We built the campaign based on a simple promise:
The Panamera was Porsche’s first 4-door luxury sedan, and it was dripping with luxury – it was spacious and comfortable and absolutely beautiful. But it was still everything that made Porsche special – it was slick and fast and sexy and perfectly designed, taking its cue from 80 years of rich heritage. To introduce the Panamera, we created a series of launch events that doubled as art exhibits. Because how else do you introduce a piece of art?
Each attribute of the Panamera was presented through its own exhibit, to allow potential customers to find out for themselves what the Panamera was all about. And every detail was scripted, to ensure a customer experience that would drive acquisition and ultimately sell cars.
To the press experience, which included customized content media attendees could immediately share in their online reviews.
The campaign was a huge success, setting the stage for Porsche to succeed in the sedan category for many years to come.
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