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Porsche is in the midst of launching the Panamera, the brand’s first luxury sedan and it’s aimed squarely at the folks that lust for a 911, but need the extra room and four doors. A good many of these are people with families necessitating more than four inches of legroom in the back, and perhaps even room for a (gasp) child safety seat—but that still want Porsche performance. And judging by the Google pay-per-click ads for the Panamera when you search for Mercedes S-Class, I’m guessing they’re hoping a another big chunk of their buyers will be former Mercedes S-Class/Audi A8/BMW 7-Series owners.
That’s why Porsche’s new “Welcome to the Family” campaign works so well. It not only reinforces that this is a family-friendly Porsche that performs like you’d expect a Porsche to, but it also lovingly welcomes new owners into the brand’s fold. The campaign, supported by TV, print and online ads, is anchored by a microsite that communicates ‘family’ by, among other things, allowing consumers to contribute to a virtual Porsche family tree by adding their own personal story about how the brand has impacted their lives.
You can see my entry HERE.
It would have been great to see some sort of social network integration or more of a social media tie-in - or maybe even a contest or giveaway promotion as an incentive to participate (ok, I admit, I would like that for purely selfish reasons), but I have to say that in my opinion the campaign still works well as it is. All in all this was a pretty cool concept-driven integrated campaign. Props to Porsche AOR Cramer-Krasselt.
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