Porsche USA has launched a new campaign taglined ‘Engineered for Magic. Everyday’ in to show the many dimensions of the iconic Porsche 911 and the brand’s other storied sports cars through the lens of daily driving.
The campaign, developed by Cramer-Krasselt, includes TV, print, online, mobile, direct mail and a cinema promotion.The TV spot features vignettes of Porsche sports car owners in a number of seemingly everyday scenes: a parent picking up kids at school, a man running a home-improvement-store errand and a mom clearing away snow from the windshield each with titles re-characterizing the car as ‘school bus,’ ‘pickup truck’ and ‘snowmobile.’ In another vignette, as a man fires up the engine after a long day at the office, we see how the car’s incredible, mood-shifting virtues—as his ‘getaway car’—complement the everyday ones. The closing voiceover says, “Engineered for Magic. Everyday.”
At the hub of the integrated campaign is a consumer-generated website—www.PorscheEveryday.com—where owners can share their own everyday stories. With a combination of professionally produced videos and images along with owner-submitted content, the site builds a mosaic showcasing the many ways a Porsche is engineered for everyday magic. For this effort, Porsche has once again reached out to its passionate and active loyalists and enthusiasts to participate and contribute to the story—last month Porsche sent 200 Flip video cameras to select owners asking them to contribute spots. The brand has also invited input from all its owners, the Porsche Club of America, dealers and their customers, and the million-plus Facebook fans for everyday stories, photos and videos.
In partnership with the Reelz channel, Porsche will also invite amateur film-makers to submit films that demonstrate ‘daily magic.’ Ten filmmakers will be selected to experience daily magic in a Porsche and then make a film about the experience. The winning submission will be shown in cinemas across the country—a first for Porsche—and on the Reelz channel.
TV will run on national cable and print will appear in April issues of newspapers and magazines with headlines such as ‘Turns small errands into short adventures’ and ‘Passion should never take a snow day’—all ending with ‘Engineered for Magic. Everyday.’