Porsche

A fast paced ePromotion and customer profiler for a more personalized Porsche interactive experience.

Situation

Porsche Latin America needed to give its key dealerships throughout the Latin America region a way to communicate to their clientele and prospects in a sophisticated way while installing the benefits of the Porsche brand and promoting specials and news. They also required that the campaign build a sophisticated database that would capture and track information for future marketing efforts for each independent dealer.

Idea and execution

Email marketing in Latin America is becoming a more accepted way of reaching the upscale customer. Marketing a passion brand such as Porsche was intriguing, but how many people are going to click an email and buy a Porsche? That is where personalization and data capturing came to be so important. A first campaign was created to capture personal information and to find out how the viewer relates to the Porsche brand (whether it was previous automobiles, sports events, merchandise or basic interest). The campaign also registered every person who supplied Porsche with their information in a Porsche mountain bike giveaway.

After the first round of information was captured, more personalized emails were sent to further capture the viewer and deliver pertinent content. With trackable links from the email campaign, Porsche was even able to see on a per person level what their potential customers were interested in. With three campaigns built for the dealerships, it was a way for someone with a small storefront to sell the benefits and passion of the Porsche brand.

Results

Through the first data capture campaign, the dealerships received 18% of all viewers' profile information, which gave them the ability to target these people in a direct way and to also contact them regarding Porsche events that related to their other passions. The second campaign partly focused on selling a surplus of cars by offering Porsche performance kits onto each of the vehicles. The third campaign announced the new Cayenne to the Porsche family and has become one of the best selling Porsche vehicles in Latin America. The campaign has been a huge success and has introduced a new way of selling the Porsche brand through a new media for the Latin American market.

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