CASE STUDY
Porsche
First-to-market ad tech puts Porsche Cayenne in the fast lane
RESULTS
Increase in awareness
Increase in consideration
Average
interactions
Average
time spent
Challenge
The Porsche brand is synonymous with high-performance, aspirational sports cars. But even affluent car buyers don’t consider buying sports cars because of their limited seating and storage space. Enter the Porsche Cayenne – a sports car built for five, designed to help people go further, together. To market this, Porsche was going to need to reach affluent car buyers who have an affinity for the brand but have potentially never thought it could be a fit for them.
Objective
Looking to raise brand awareness, Porsche wanted to reach two audience personas: “Driven Women” and “Porsche Core Buyer.” Both audiences lead active lives, travel frequently, and are likely to be in-market for a luxury car that can suit a flexible, mobile lifestyle.
But these two audiences share two additional major commonalities that would have a major impact on the campaign’s media strategy. One, their media consumption is dominated by streaming video, and both personas are likely to skip ads on streaming when given the option. Two, practical features related to function and safety are most important to them.
Strategy
The campaign utilized Infillion’s TrueX ads to create the ideal ad format for Porsche’s audience personas who are streaming-first consumers averse to heavy ad loads. The interactive canvas allows viewers to access in-depth information about the Cayenne without leaving the ad, a crucial asset for brand consideration.
Infillion activated granular first-party targeting from its in-ad survey responses and proprietary location data to focus on frequent travelers, visitors to affluent food and wine destinations, and consumers with other signals that would indicate a demographic fit.
The creative used Infillion’s new, first-to-market “car configurator” which allows viewers to customize a virtual Cayenne with colors, features, and add-ons within the ad unit. This can help prospective buyers gain affinity for the Cayenne by making it “their own” without even leaving the ad. The technology works across browsers and devices, including CTV. An ‘Explore All Models’ CTA was visible throughout the experience, inviting the user to continue exploring even more customization options on the Porsche website.
Results
The ad drove strong in-unit metrics and above-average brand lift metrics including significant lift throughout the funnel with 13% lift in awareness and a 17% lift in consideration – the campaign’s main KPIs. Users spent an average of 47 seconds with the ad, over 50% more than the minimum of 30 seconds. On top of those numbers, the ad saw an average of 4.7 interactions on mobile and an incredible 7.7% click-thru rate on desktop, landing this unique activation directly in the winners’ circle.
