The German sportscar maker, Porsche, has launched an online campaign to get the word out about the fourth model in their line-up, the Panamera. Developed in collaboration with the Bassier, Bergmann & Kindler (BB&K) advertising agency, the new four part web site not only presents the product, but at the same time offers inspiration into the 4th dimesnsion.

The head of Porsche Marketing Communications, Stefan Büscher, commented: “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.”

Press release after the jump.

Press release

Following the 911, Boxster/Cayman and Cayenne, this year sees Dr. Ing. h.c. F. Porsche AG, Stuttgart, launch its fourth model range onto the market, the Panamera. With the new Gran Turismo, the sports car manufacturer is entering an entirely new market segment. Its unique bodywork design, intelligent interior concept and luxurious fittings and equipment ensure the Panamera is incredibly original and immediately catches the eye. The vehicle’s powerful engines and innovative technology also mean the four-seater reflects the traditional core values of the Porsche brand. The Gran Turismo combines uncompromising sportiness with exceptional ride comfort like no other vehicle in its class.

For the launch of the Panamera, Porsche has collaborated with the Bassier, Bergmann & Kindler (BB&K) agency, Ludwigsburg, to develop a six-part online campaign: “The 4th dimension. The new 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.de/panamera) that builds excitement leading up to the vehicle’s launch in September. At the same time, an intelligent registration strategy has been developed to efficiently support the new customer generation process, with Porsche opening up an entirely new segment and thus targeting a completely new customer group.

The Panamera web special is characterized by two aspects: it presents the product, while at the same time offering inspiration focusing on the Panamera. As such, users are able to get an understanding of the Panamera from two perspectives. 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”.

Source: Porsche

What do you think?
Show Comments

8 comments:

  (137) posted on 05.6.2009

This campaign is sure to hit the sedan market which Porsche is new at. Hopefully BB&K will be able to pull this marketing well as there many not so pleasant review over the Panamera’s look.

  (116) posted on 05.6.2009

An online magazine in not new. But with Porsche working with BB&K one of the most aggressive ad agency, you know this is not just what you are getting with Panamera’s campaign

  (231) posted on 05.6.2009

That is certainly right, sedan is a new market segment for Porsche that the Panamera has to cater. So a more ambitious and aggressive marketing strategies must be seen in the next month and years from this team.

  (177) posted on 05.6.2009

venturing into a new market segment really needs a more specialized marketing strategy and effort. That is what Porsche is doing with BB&k.

  (289) posted on 05.6.2009

Checkout the Panamera’s Magasine and you will see how Porsche first sedan is targeting a its new market. I think the marketing design group together with BB&K still have more under their sleeves to make sure that they get their aim for a successful brand market.

  (318) posted on 05.6.2009

This Porsche’s team up with prime leading ad agency through online campaign is aimed at its new market- from the sports racing enthusiast to a high end metro family man or young metro professional looking for a sedan with the credibility of a good sport car. And this partnership started as early as 2003 with Porsche Marketing Design Group.

  (314) posted on 05.6.2009

I read BB&K’s core competencies in its official site and it says "A strong brand makes sales more successful. Successful sales strengthen the brand. A play on words? No. A fact. And the underlying principle of our work." I think both companies knows what they want.

  (421) posted on 05.5.2009

Having BB&K as your advertiser is no joke Porsche really knew how to collaborate with the right people in the industry. With BB&K promoting the new core brand values to its new customers, we know Porsche really mean big business here.

Car Finder: