Cannes Lions

PORSCHE CAYENNE S

PROXIMITY GROUP GERMANY, Hamburg / DR ING PORSCHE / 2003

Overview

Entries

Credits

Overview

Description

Development of a direct marketing campaign for the product introduction and marketing of the new Porsche Cayenne S/Cayenne turbo establishing the Cayenne as third Porsche while adhering to Porsche brand values. A goal was the generation of a prospects to build up a prospect database (Porsche customer and non-Porsche drivers), and the generation of a high enthusiasm for the product within the mailing phases one to six. Finally, Mailing six invited the prospects to the Porsche centres. The main goal is the transition of 'hot' prospects into Porsche customers/buyers.Creative Platform:Superior quality in copy, pictures and execution of the mail packages. Individual mailings were equipped with highly exclusive photos and art printings/drawings of the Cayenne. Moreover, several of the six mailings contained videos (runtime between around six- and approximately 45-minutes) with extensive film material from the idea to the finished vehicle - of the Porsche Cayenne.

Outcome

The Porsche Cayenne launch campaign has generated more than 100,000 prospective customers nationally and over 250,000 internationally.. A very high percentage originates from the core target group. Hot prospects in total: over 75%.

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