With the launch of the new Macan crossover, Porsche wanted to appeal to a new and very different audience of Gen X and Gen Yers. They are hip young taste makers who wonder how a sports car would fit into their less affluent, urban-dwelling lifestyles. They just don’t have the sports car dream.
With a smart go-to-market approach that leveraged the unique ways the target consumes media and a persistent message of the Porsche belief that ‘Every car should be a sports car’, we were able to convince these skeptics of the visceral emotional benefit of driving a sports car and that the new Porsche Macan was a perfect and practical fit for their daily driver. The only question is, are you a believer?