PORSCHE

In the flood of automotive ads, we were looking for differentiation - and found it in the niche but rich target group of crypto investors whom the brand Porsche connects boldness, technological progress and desire for pleasure.

In the campaign we set ourselves 4 key goals:

1) increasing brand recognition Porsche and Taycan model among crypto investors,

2) connecting the values of the target group and the brand,

3) generating quality leads (with purchasing power) and

4) higher model sales Taycan.

During the campaign, we kept up-to-date with what was happening on the crypto market and according to the currency trend adjusted the ads on the fly (e.g. when the crypto was falling, we showed ads about a safer investment in Porsche Taycan, in case crypto grew, but we stimulated adrenaline).
 

In addition to responding directly to the interests of the specific target group in real time, we also addressed them on the channels where they stayed the most and as a result achieved above average results.

At the same time, it should be emphasized that we did not offer an attractive test drive option, as this type of vehicle requires high purchasing power, and our goal was not to burden the sales staff with incorrect contacts. Instead, we strategically filtered contacts in such a way that they also realistically represented high sales potential.

All these activities contributed to excellent results in conversions, which in turn Porsche salons brought suitable customers with sufficient purchasing power.

Since the majority of automotive advertisements address a male target group, we took on a different challenge and designed a digital campaign which was aimed at women. 

Our task is was to present two different models Porsche of vehicles - Cayenne and Taycan to the female target group and get them to submit a form for a consultation with the seller, which represents a rather serious commitment in the vehicle purchase process.

That is why, in addition to of the upper ones, also focus on the lower parts of the sales funnel. We researched the female target group and found that there are significant differences within the group according to the vehicle model they are interested in.

Thus we identified two main target groups: 

- Ambitious women - Cayenne 
- Bold women - Taycan

We designed a website presenting both models and digital ads (mainly Meta and LinkedIn ads) leading to a new landing page.

Instead of technical specifications, we preferred to emphasize aesthetics vehicles and the features that the driver can expect from the vehicle and which will help her on her way to success, depending on whether she is more daring or ambitious.

At the same time, it should be emphasized that due to the high purchasing power required for these types of vehicles, we did not once again offer the option of a test drive. We preferred to filter contacts in such a way that they also realistically represented high sales potential. 

With the help of creative advertisements designed specifically for women, we achieved that women represented which 70% of all visits to the page and 80% of all submitted inquiry forms.

We were also positively surprised by the numbers 1,84 million ad impressions and almost 11000 clicks on the website link.