Porsche’s new campaign (its biggest since the 2003 Cayenne launch) seeks to promote an image of its two-seat sports cars as daily drivers. In fact, the tagline that’s used to sell the 911, Boxster and Cayma is: "Porsche. Engineered for Magic. Every day."
There will be TV spots to be broadcast throughout the year that states that Porsche cars could be used in going to the home-improvement store, fetching the kids from school, and driving through the snow.
Michael Bartsch, COO of Porsche Cars North America, said that many people think that a Porsche is mostly just parked in the garage and brought out only on Sunday.
He wants to tell potential buyers that instead of being treated as “precious mantelpiece ornaments,” these supercars are actually “everyday usable cars." Bartsch declined to say how much Porsche is spending on the print, Internet and TV ads. The campaign’s major elements include internet and social media.
So far, about 600 owners have posted videos at porscheeveryday.com to talk about what they do with their cars. Scott Baker, manager of marketing communications, said that this campaign was launched after Porsche looked at research that indicated that Porsche sports cars were deemed too high-performance and exotic to be driven daily.
Bartsch explained that this made the company “rethink” what images could be used. He said that the ads want everyone to know is that “Porsche can make the basic and the mundane special."