The introduction of the Porsche Panamera, the brand’s first sedan, had twin terrors ahead of it: It had to prove to a hysterical core of brand enthusiasts that it wasn’t selling out its sports car soul to make a buck. And it had to prove to owners of competitive luxury sedans that Porsche – storied maker of race cars and the iconic 911 – had something they’d want, too. Our solution was a thread-the-needle exercise that targeted buyers of so-called “compromise cars,” sported-up versions of luxury sedans that offered the room and amenities luxury drivers demand with a little Tabasco Sauce under the hood. We positioned the Panamera as an authentic car with zero compromise, the first true sports car…for four.
This integrated, multi-screen and omni-media campaign beat our lead-generation goal by 20% and our sales goal by 25% to end up as the single most successful launch in Porsche history.