Porsche 2005 Annual Report Download - page 67

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the workforce informed each month in a highly visual manner
of the most important events in the company. It thereby makes
an important contribution to employee motivation. Well-informed
employees feel that they are taken seriously, and their know-
ledge of events gives them a sense of identification with the
company and their shared goals. The employee TV program
“Carrera TV” broadcast on a monthly basis provides topical
and interesting news about the company.
Marketing Communication
In the 2005/06 fiscal year, a number of Porsche’s publicity
films received awards at international level. At the “39th US
International Film and Video Festival” in Hollywood, the Zuffen-
hausen company received a total of seven awards. The spe-
cialist jury assessed 1,250 films from 26 countries in various
categories. The festival has been held regularly since 1968
and ranks amongst the most important events in the field of
company and product films. Four Porsche films scooped first
prize in their categories. Gold went to the emotional product
films “True to yourself” about the Cayman S and “No” about
the 911 Carrera 4 models, as well as the technical films “Master-
work” and “Porsche 911 GT3”, which focused on the 911 Turbo
and the 911 GT3.
In addition, four of Porsche’s entries received prizes at the
22nd International Industrial Film Festival in Vienna. Porsche’s
image film “Okay, then” won in the “Corporate Video” category
and the entry “Rivals”, which depicted the development of the
Cayman S, received a gold medal in the “Technology, Research
& Development and Environment” division. In the “Services”
category, the film “Driving Identities”, which focused on the
development work undertaken by the Porsche Engineering
Group, came in at first place. And in the category “Marketing,
Product and Process Information”, the film “No” about the
Carrera 4 received a silver medal.
Successful Campaigns
The Dialog Marketing Program’s successful pre-launch campaign
for the Cayman S, which led to very high numbers of Internet
hits and registration rates, was followed by the launch campaign
for the new Porsche mid-engined coupé. Under the motto “True
to yourself”, the Cayman S was presented as a logical extension
of Porsche’s core brand values that ideally fills the gap bet-
ween the Boxster and 911 in Porsche’s product range. The cam-
paign’s overall tone aimed at the somewhat younger, more ur-
ban target group for this new Porsche model. This also opened
up the possibility of implementing innovative advertising mea-
sures and using the Internet more intensively.
Under the motto “ultimate performance”, the introductory
campaign for the Cayenne Turbo S evokes both this model’s
apparently boundless performance capabilities and the wide
range of models and driving scope for the Cayenne model
series. In this way, the attention garnered by the new Cayenne
Turbo S could be utilized for the entire product series.
Overture of a Masterpiece
Launch publicity got underway just under six months before
the 911 Turbo, the current jewel in the crown of the 911 model
series, celebrated its debut at Porsche dealers. To heighten
the excitement, the first advert did not show the car but depict-
ed an imposing dam symbolizing the new 911 Turbo’s pent-up,
yet controlled, power.
The market launch of the new 911 Turbo
set standards: 2.2 million visitors logged
onto the campaign website in five months,
thereby exceeding all expectations.
The short headline “The new 911 Turbo is coming” gave on-
lookers the impression that the next 911 Turbo generation
would also be a milestone among high-performance sports
cars. The curious discovered the whole world of innovation
and technology focusing on the new top model on the Internet.
The technological achievement was successfully launched
worldwide under the motto “Masterwork” in the early summer.
The first measure was a thrilling product demonstration at the
introductory event for the worldwide distribution organization
Nadia Petrova (right, with Tatiana Golovin,
her opponent in the final) was the first winner
of the Porsche Tennis Grand Prix in the new
“Porsche Arena” in Stuttgart.
Porsche made it possible: Stuttgart
State Opera gave an extraordinary
guest performance in Tokyo’s Orchard Hall
with Mozart’s “The Magic Flute”.