"We know that when a prospective buyer drives a Porsche, he or she is much more likely to buy one. We also understand that many people think our cars are out of their reach and simply inaccessible,"David Pryor, Porsche Cars North America's vice president of marketing said in a release.
"We want to remove this feeling of intimidation for prospects who have been hesitant to visit a dealer for a test drive."
The campaign is Porsche's response to the decreasing sales the automotive industry is witnessing these days. Porsche has invested in full page ads in newspapers such as the Wall Street Journal as well as in an online effort that delivered 30 million impressions in just one day.
The online part of the campaign allowed visitors of the "online landing page" to select the date and time and then confirm a "First Mile" driving appointment with a local dealer. This added to the manufacturer's confidence that things are looking up.
"The results so far are encouraging," Pryor added. "Despite the tough financial environment, consumers remain excited about our products and find them more relevant and practical than ever."
It remains to be seen how many of the 3,000 people will eventually end up buying a Porsche. After all, wouldn't go for a test-drive, in a Porsche of your choosing, even if you didn't intend/afford/need to buy it?
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