Web special: Comprehensive online campaign for the Porsche Panamera
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. 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
four-seater 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”.
