Have you seen Porsche’s new marketing campaign? It seems their recent marketing efforts have focused on convincing folks that have always dreamt of owning a Porsche that it is actually within financial reach. The campaign is centered around the headline “I Can” and is supported through a number of channels, many of which are electronic. One of the most notable elements is the micro site which you can check out by clicking HERE.
While I’m not sure how the sales numbers are shaping up, my guess is that this has the potential to be an effective campaign for the Porsche brand. It relies on their signature use of stunning photography, gobs of white space and strong copy to forge a strong emotional connection. And paired with ads that feature attractive lease rates, I think it goes a long way to make the consumer entertain the thought that a Porsche is within reach. For what it’s worth, my guess is that it will work especially well for the lower cost Boxster and Cayman models and perhaps not as well for the flagship 911 which is generally only within reach of the folks that KNOW they can afford a Porsche.
In preparing to write this post I did a quick scan of the blogosphere to see what other folks were saying about the campaign. While there were some that praised it, there were others who thought it would cause more damage to the brand than anything, mainly as a result of the “Picture It” feature. ”Picture It” allows users that are exploring the vehicles to upload a picture of their driveway and superimpose a picture of the vehicle in it. Apparently as a result of this feature there are pictures floating around the internet of Porsche 911s parked in front of trailer homes, etc – something that some say is damaging to the brand.
I totally get their point, but I think it might be going a little far and looking at things too literally. Porsche has worked very hard for decades to define itself as a premium brand (“There is no substitute”) and I don’t think just because it has been photographed next to a trailer or jumping a bridge, or for that matter leaping off a snow-covered mountain (yes, that’s me on the top of the mountain staring at the 911) people will forget what the brand stands for. That’s the power of a WELL BUILT BRAND.
Garret Ohm
http://www.orange-element.com
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I had not seen this campaign until I came across it here. And I agree, the brand is too strong to be undermined by a few pictures of a Porsche next to a trailer, in fact I find that image funny and perhaps fodder for a different campaign. Spun in the other direction with copy along the lines of ‘In life, priorities are everything’, the Porsche and the trailer could actually work to elevate the brand image, as well as pull on the emotional strings of always wanting a Porsche, not matter the cost– Porsche above all else in life.
The latest from Porsche reminds me of a Harley-Davidson campaign a few years back that had the some objective of taking this dream ride and making it a reality. The copy for one read ” Someday. ‘I’ll do it someday,’ Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, Sunday. See? There is no Someday. It’s time to ride.” Another reads ” ‘No. you can’t wear a cape to school.’ ‘No. You can’t have a monkey.’ After a lifetime of no’s, see what a yes feels like. It’s time to ride.”
While I am not sure how much of a success the campaign was, I would venture to guess it did well. And that Porsche will do well also, especially considering Porsche adds a well thought-out cross media promotion. The “picture-it” site is at least delivering branded content, even if the user has no intention to buy.
All in all, well played, Porsche, well played. Who is their Agency of Record?
Luke – Thanks for the comment. I believe their AOR currently is Carmichael Lynch. I have to say, I wish it were Orange Element. That would be a ridiculously fun account to work on.