Porsche 2007 Annual Report Download - page 76

This was supplemented by the worldwide “tech-
nology campaign”, which added the themes of
technology and the environment to Porsche’s more
emotional commercials. A brochure on the environ-
ment and a technological glossary were also made
available to users of the Porsche web site.
Excitement relating to the victories of the RS Spy-
der sports car in the American Le Mans Series
(ALMS) and first place in the “LMP2” classifica-
tion in the 2007 season was reflected in a compre-
hensive communications strategy. In addition to
internet reporting on the RS Spyder races and pro-
viding the international trade organization with
photographic and video material, activities focus-
ed on adverts that recognized all of the sports
car’s victories. The RS Spyder was also a major
attraction at motor shows and other events. In the
2008 season, efforts were redoubled following
the first start of the RS Spyder at the 24-hour Le
Mans race, and the double victory in its class which
followed.
Successful internet presence
Interest in Porsche’s internet presence increas-
ed once again in the tenth year of its existence.
With around 41 million page views and an average
of 3.7 million visitors each month, demand con-
tinues to set new records. At the end of the period
under review, 14 subsidiaries and 33 websites
belonging to importers could be reached via the
www.porsche.com portal. In addition, fiscal
2007/08 saw Porsche Automobil Holding SE
launch its website, www.porsche-se.com.
Sales in the eBusiness sector developed very favor-
ably. The international launch of the redesigned
“Porsche Design Driver’s Selection Online Shop”
bore fruit, and the ongoing development of the “Por-
sche Sport Driving School” and “Porsche Travel
Club” divisions in the internet also contributed to
increased sales.
In order to ensure one voice to the customer
throughout all stages of a sale, great store conti-
nued to be set by the design of the dealership web-
sites in accordance with the standardized inter-
national design principles. Almost 530 dealerships
throughout the world currently operate their own
websites under the Porsche brand name.
In addition to this impressive growth, the content
of the Porsche website was further optimized in
the year under review. The success of these efforts
can be seen in the popularity of the Porsche web-
site. For example, the “Ideallinie” web special to
accompany the launch of the new Cayenne GTS
received the “Favourite Website Award”. And in
the reader vote for the “Internet Auto Award”, the
“Da Capo” web special to accompany the launch
of the 911 Turbo convertible was named the “Best
Web Campaign”. The Porsche website also receiv-
ed acclaim in the US: the respected American mar-
ket research institute J.D. Power ranked Porsche’s
website fifth in its “Manufacturer Website Evaluation
Study”, making Porsche.com the highest-ranking
European website in the study.
73
Porsche donated Walter
Benjamin’s “Stefan Manu-
script” to the Marbach
literary archive and
arranged a reading by
the actor and director
Vadim Glowna.