For the first time in its history, Porsche Canada has added OOH to the media mix in its new “Porsche, unexpected” campaign.
The company usually advertises strictly in the print and online mediums, but Porsche Canada marketing director Jasmine Rawlinson says it was time for a change.
“Porsche Canada has never used out-of-home, and we were looking for a medium that was as disruptive as the creative itself,” says Rawlinson. “We also feel it makes Porsche more accessible and tangible by being on neighbourhood superboards as opposed to just being online or in print.”
The campaign, launched March 10 and created by Toronto-based Yield, the brand’s Canadian AOR, lasts until the end of April and includes national print, online and hand-picked billboard placement in Toronto, Montreal and Vancouver. Genesis Vizeum handled the media buy.
The creative spotlights the Boxster Spyder, Cayman, 911 Cabriolet and 911 Turbo models, picturing front and rear shots of them on stark white backdrops. Each ad features “contrasting headline” copy that aims to change public misconceptions about affordability, value, practicality, design and fuel consumption.
“Along with our agency, we came up with an idea that would display our sports cars in a simple, yet unusual creative way and wrote copy that attacks those misconceptions head on,” says Rawlinson. “Spring is our most important time to sell vehicles and this campaign will also lead nicely into something we have planned for the fall.”
Yield CD Chris Torbay, who enlisted Montreal’s Republic to express the French-language portion of the campaign, says the online component extends the Porsche focus to include the Cayenne, Porsche’s SUV model, and the new four-door Panamera.
The online buy includes an interactive drop-down leaderboard that allows users to select the vehicle that interests them, displaying the same headline pairings as in the OOH.
Torbay, who says the campaign is aimed towards “relatively successful driven individuals in a certain income bracket,” adds that Porsche and Yield have had great success using rich media in the past.
“It causes people to spend more time and engage with the brand a bit,” he explains. “It also motivates them to link through and visit Porsche.ca.”