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Porsche
How Porsche Created New Relevance for a Revered Icon

RAN IN: United States

CLIENT
Porsche Cars North America

Scott Baker, Mgr. Marketing Comm.
Kelly Noren, Advertising & Collateral Mgr.
Josh Cherfoli, Online & Relationship Marketing Mgr.

AGENCY
Cramer-Krasselt *Lead Agency

Marshall Ross, Exec. VP, CCO
Gary Doyle, VP, Group Creative Dir.
Chris Hanley, VP, Group Acct. Dir.
Margot Bogue, Sr. VP, Co-Dir. of Brand Planning
Michael Soroosh, VP, Planning Dir.
Matt Cragnolin, Art Dir.
David Petti, Assoc. Creative Dir.
Michael Baer, Sr. VP, Group Account Dir.
Luke Partridge, Senior Art Dir.


Struck Axiom


Omnicom Media Group


SUMMARY

The Porsche 911 revered icon and heart and soul of the Porsche brand was facing a precipitous, 54%, sales decline. Its ultra-performance credentials made it an impractical purchase, as recession-impacted luxury sports car buyers were seeking every-day drive-ability. The Engineered for Magic, Every Day campaigned proved that the 911 and in fact all Porsche sports cars are built for daily life. The result: In just six months the campaign re-framed what people thought a sports car could be, and increased sales by 19%.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, Retail Experience, Events, Consumer Involvement,Branded Content

Audience: Men, Women, Brand Influencers, Boomers (45+)

Objectives: Build, change corporate image

Type: Business to Consumer

Classification: National

Language: English