2009
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Entering the 4th dimension – Porsche launches innovative online marketing initiativeStuttgart. Following the 911, Boxster/Cayman and Cayenne, this year sees Dr. Ing. h.c. F. Porsche AG, Stuttgart, launch its fourth model range onto the market, the Panamera. With the new Gran Turismo, the sports car manufacturer is entering an entirely new market segment.
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Its unique bodywork design, intelligent
interior concept and luxurious fittings and equipment ensure the Panamera
is incredibly original and immediately catches the eye. The vehicle’s
powerful engines and innovative technology also mean the fourseater reflects
the traditional core values of the Porsche brand. The Gran Turismo combines
uncompromising sportiness with exceptional ride comfort like no other vehicle
in its class. For the launch of the Panamera, Porsche has collaborated with
the Bassier, Bergmann & Kindler (BB&K) agency, Ludwigsburg, to develop
a six-part online campaign: “The 4th dimension. The new Panamera”.
At present, the global web special is in its fourth phase. A central component
of the campaign is a six-issue interactive online magazine
(www.porsche.de/panamera) that builds excitement leading up to the
vehicle’s launch in September. At the same time, an intelligent registration
strategy has been developed to efficiently support the new customer generation
process, with Porsche opening up an entirely new segment and thus targeting
a completely new customer group. The Panamera web special is characterized
by two aspects: it presents the product, while at the same time offering
inspiration focusing on the Panamera. As such, users are able to get an
understanding of the Panamera from two perspectives. The Internet presence
of the Gran Turismo also represents a new initiative for Porsche. Stefan
Büscher, head of marketing communications at Porsche, comments: “With
the Panamera web special, we have created an entirely new means of accessing
the vehicle and Porsche as a company. It is a global, integrated solution
that presents the product to the customer online and creates the world of
Panamera, while at the same time offering an exciting route to Porsche’s
core brand values, particularly for new customers”. Andreas Herde and
Markus Lucht, BB&K managers in Ludwigsburg, are very positive: “In
terms of quality, effectiveness and efficiency, this web special represents
the new benchmark”.