Porsche 2003 Annual Report Download - page 64

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60
For this reason the anniversary model was shown together
with the 550 Spyder in the Porsche DNA sales campaign.
The associated sales website was also designed to create
further interest in the Porsche brand. It was well received by
the international specialist press and also gained a number
of awards. It consisted of the two sections “Porsche DNA”
and “DNA Test”, the first of which was subdivided into brand
values and equivalent models. Communication of the brand
values (tradition, sportiness, technology, styling and rationality)
was realized by means of video clips and text. In the equivalent
models section the forerunners of the 911, Boxster and
Cayenne model lines were contrasted with the current vehicles.
Visitors to the site had the opportunity to get to know all the
details of the distinctive characteristics through viewing a
variety of films, images and texts.
Visitors could then take a test in the DNA Test section to see
which vehicle would suit them best. The test consisted of
questions on sportiness, technology, styling and rationality.
At the end of the test, visitors were shown the five vehicles
most likely to appeal to them and given opportunity to explore
further and search online for their local dealer.
Increased Interest in Cayenne Models
Already strong interest in the third Porsche model line increased
still further with the launch of the six-cylinder Cayenne. During
the year under review, marketing communication was devoted
to exploiting the originality of the Cayenne in order to create
the broadest possible sales platform for the entire model line.
The objective was to communicate the new vehicle’s superb
qualities to the customer – the best dynamic handling and
agility in the SUV segment, a powerful engine, very good off-road
capabilities and excellent versatility for family and leisure use.
Communicating the 911’s Dynamics and Precision
“911 Precision” was the key focus when the new 911 model
generation was launched. The campaign focused on communi-
cating the car’s precision in a unique way – in every detail,
every movement and every moment. Emphasis was therefore
placed on communication of the unique selling points of the
911 Carrera and the 911 Carrera S. The objective was to
sharpen the profile of this model line and the brand as well as
highlighting certain key features such as the power train,
chassis, styling, sound and the harmonious design typical
of Porsche.
In line with the policy of integrated communications, the
“Precision” theme was continued in the launch advertisements:
“Crude but Workable Engines. And in their Midst, a Precision
Instrument. The new 911.” This was accompanied by a demon-
stration of the special position of the newest version of the 911:
precision technology harmoniously combined by Porsche’s
engineers as an opportunity for a driving experience that sets
the 911 apart from all competitors.
The preparatory launch advertisement was designed to set
the scene before the actual launch of the new 911. The strength
and precision of the new model were symbolized in the ad-
vertisement by an eagle, which is a symbol for supremacy,
freedom, strength, precision and dynamics.
In addition to this emphasis on technology and precision, mar-
keting communication had a strongly emotive content. The
advertising films for the 911 were particularly effective in put-
ting across the emotive aspects of the campaign. The 911
launch was also accompanied by Internet activities. The net-
based launch campaign had two phases. The first described
the origins of the new 911, with insights into the work of the
designers, developers and engineers. Short video sequences
showed trials conducted in the blazing heat of South Africa
and in freezing temperatures in Canada.
Visitors to the web page had interactive opportunities to dis-
cover more details about the 911 and to send their friends
a virtual postcard. The second phase of the launch campaign
permitted a more detailed look at the 911, even before it had
been shown to dealers – there was a 360 degree tour of the
vehicle, a look at the interior and a test drive through the Por-
tuguese countryside.
With all the methods it adopted, Porsche aimed to increase
product familiarity but also to ensure the communication and
strengthening of brand values by way of a variety of channels.
Communication 2003 ⁄ 04