Online Campaign for Porsche Panamera
At present, the global web special is in its fourth phase. A central component of the campaign is a six-issue interactive online magazine (www.porsche.com/panamera) that builds excitement leading up to the vehicle's launch in September.
At the same time, the marketing team thought of a registration strategy to support the new customer generation process, since with the Panamera, Porsche is entering a new market segment.
Users are able to get an understanding of the Panamera from two perspectives: the Panamera Magazine (six editions sharing a common theme: Porsche) and The 4th Dimension (six editions to present the product: the concept, the design, the technology, etc). The Internet presence of the Gran Turismo also represents a new initiative for Porsche.
Stefan Büscher, head of marketing communications at Porsche, comments: "With the Panamera web special, we have created an entirely new means of accessing the vehicle and Porsche as a company. It is a global, integrated solution that presents the product to the customer online and creates the world of Panamera, while at the same time offering an exciting route to Porsche's core brand values, particularly for new customers".
Andreas Herde and Markus Lucht, BB&K managers in Ludwigsburg, are very positive: "In terms of quality, effectiveness and efficiency, this web special represents the new benchmark".
Along with the Panamera, Porsche is introducing five new technologies, including the first Start-Stop system mated to an automatic transmission, air suspension with additional air volume available on demand in each spring, as well as active aerodynamics with an adjustable, multi-dimensional, extendable rear spoiler on the Panamera Turbo.
The Panamera will be ready to hit the streets in September, this year.
❐ Check out the Online Campaign for Porsche Panamera photo gallery