In the first half of 2018, the 2013 edition of the Porsche Macan was reaching the end of its lifespan, before being replaced by an updated edition after the summer. As the Macan is Porsche’s ‘volume’ model, Porsche aimed to sell as many Macan’s (of the ones still available) in the final months of the model’s availability.

Since it’s a Porsche, the Macan is the one of the most powerful and sportive cars in its segment. Competing against less sportive models from e.g. Audi, BMW, Mercedes, Land Rover and Jaguar, test drives are key to Macan-sales: once you’ve tried the Macan, chances are likely you rather buy the Porsche compared to its competitors.

Brief: create an uncommon lead-gen campaign that generates qualitative leads for test drives in the Porsche Macan.

Marché Macan. The first online shop without delivery. Customers had to pick-up their purchase in a Porsche, instead of getting the goods delivered right to their doorstep. The webstore was filled with exclusive goods, produced in the most beautiful parts of Europe, which could only be acquired during a test-drive in a Porsche Macan. To reach even more drivers, we integrated our service in several online luxury stores. Turning ordering online into a truly uncommon journey.

Porsche drivers have a keen eye for the finer things in life. But you don’t move Porsche drivers with ordinary things. For those who can afford to own a Porsche, experiences are far more appealing than luxury gifts. People who choose Porsche, choose uncommon.

That asked for an uncommon approach. We challenged people to break through their daily grind, using Nir Eyal’s ‘investment’-principle: when users put in effort (e.g. time, money, personal data, emotional connection), they show higher commitment to your product afterwards.

Our strategy: make it deliberately challenging to get something, to trigger interest and get people ‘hooked’, while building in small rewards along the way to keep them in.

We asked one simple question: if you love to drive, like Porsche drivers do; why have a package delivered, if you can pick it up yourself? In the end, it’s not about the destination, but about the road.

The numbers of this campaign might seem small, but as Porsche Netherlands sells approximately 2.000 cars per year in the Netherlands, the business impact of the campaign was significant.

Thanks to specific targeting and smart filtering, Marché Macan brought in 437 leads, of which 142 (32% vs. 10% benchmark) where qualitative and converted into an actual test drive.

In the end, 1 in 5 participants (23,24%) bought the car they drove to pick up a product, adding up to roughly 3 million in revenue. This gave the campaign an ROI of 1875%.