Campaign for the first plug-in hybrid vehicle in luxury class
Porsche adds an emotive charge to the topic of electric mobility
Porsche has initiated an innovative promotional campaign to coincide with the market launch of the new Panamera S E-Hybrid*. With this vehicle, the sports car manufacturer is unveiling the world's first plug-in hybrid in the luxury class. The campaign highlights the innovative leadership of Porsche in this field and focuses on the topic of electric mobility, while emphasizing the brand values typified by Porsche. The campaign clearly demonstrates that a plug-in-vehicle is not just good for the environment and for achieving low fuel consumption – a plug-in vehicle from Porsche is also synonymous with driving pleasure and the performance level expected of a sports car.
The campaign, which is being implemented worldwide, was launched in Germany as part of the International Motor Show (IAA) in Frankfurt and incorporated a multimedia presence at the trade fair. The campaign now includes almost all advertising channels. To establish the emotive campaign for the Panamera, Porsche is relying primarily on television and has released a new TV advert in which the Panamera "races" against an unrivalled opponent: electricity. The Porsche is only just beaten in this sporting battle, but the voiceover lightly jokes: "Few things on earth move faster than electricity. But we are working on it."
The TV advert will run until the beginning of October on German television, and is now also being shown internationally. The creative team behind the film was US agency, Cramer-Krasselt. The narrator in the German version of the film is Dietmar Wunder, who also works as the dubbing actor for Daniel Craig in the James Bond films.
The 360-degree campaign is supplemented with advertising placements and special format displays in the general press and in the automotive press. All of the advertising material was designed by the Porsche lead agency Kemper Kommunikation. The campaign also creates a link to the new Porsche 918 Spyder**: The super sports car was presented at the IAA and had just recently conquered the Nürburgring Nordschleife in a record time of 6:57 minutes (for vehicles with a global road homologation): an emphatic demonstration that electric mobility at Porsche combines efficiency and pure racing performance.
The online campaign is a perfectly harmonised reflection of the main campaign. A specially developed microsite presents all aspects of electric mobility in an interactive and clear manner. One particular highlight is the use of responsive web design to ensure that the content is displayed in the way that best suits the end device in use, meaning the website is adapted for tablets and smartphones.
In parallel with the online campaign, Porsche is running a display campaign on major German online portals, inviting users to test drive the new Panamera S E-Hybrid. The online initiatives are being rounded off with various integrated social media activities. The IAA premiere of the 918 Spyder saw more than 1.2 million hits on the video-sharing website YouTube.
For further information:
www.porsche.com/e-mobility - www.porsche.com/panamera - www.porsche.com/918
* Porsche Panamera S E-hybrid: combined fuel consumption 3.1 litres/100 km; combined power consumption 16.2 kWh/100 km; CO2 emissions 71 g/km
** Porsche 918 Spyder: combined fuel consumption 3.3–3.0 litres/100 km; combined power consumption 13.0–12.5 kWh/100 km; CO2 emissions 79–70 g/km
Communications, Sustainability and Politics