What: The PANAMERA launch – first ever 4 door high performance sedan.
Strategy: Create a new subcategory in the uber luxury car market that will excite and captivate high performance car enthusiasts that have been threatened with a divorce (lol) if they do not give up their sports car and move on to a family car.
Target: Early adopters. 50+ M/F – A demo, high performance car enthusiasts.
Challenge: Convince astute and demanding customers that will not compromise luxury over performance and abandon their comfort zone. To try a luxury/high performance vehicle that is limited to four seats… with ZERO track record in the Ultra luxury sedan category.
PORSCHE
PANAMERA LAUNCH
OBJETIVE
Support the PANAMERA Launch
Generate prospects with integrated marketing initiatives
– Goal 1.200 – 1.500 leads
Satisfy the need for information through interactive demonstrations
RESULTS
Achieved 1.465 qualified leads in US, Mexico and Brazil
Launched first Interactive augmented reality campaign in the car industry
PANAMERA LAUNCH
REGISTRATION WEBSITE
INVITATION PANAMERA
AUGMENTED REALITY
PORSCHE PANAMERA ADS
