Porsche Kicks Off “Engineered for Magic. Everyday” Campaign to Change Image

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In an effort to change Americans’ perception of its cars as weekend toys and pampered exotics, Porsche is debuting a new ad campaign showing its cars in everyday and common settings. Entitled “Engineered for Magic. Everyday,” the campaign is the creation of agency Cramer-Krasselt/Chicago. The promotion will encompass TV, print, online, mobile, direct mail and a cinema promotion.

“The magic of Porsche is how thoroughly the cars transform your everyday, routine driving,” said David Pryor, vice president of marketing of Porsche Cars North America. “It’s not only about the weekend joyride. It’s the only car in the world that combines true sports car exhilaration and the drivability for daily use. This campaign brings this fact to life, painting a bigger picture of the real Porsche value proposition, in some cases through the words and images of owners themselves,” he said.

The centerpiece of the campaign is the website PorscheEveryday.com. The site is intended to be a place where owners can share their everyday stories. The site will combine professionally-produced videos and images along with owner-submitted content. Last month, to kick off the campaign, the company sent 200 Flip video cameras to select owners asking them to contribute videos. The brand has also invited input from all its owners, the Porsche Club of America, dealers and their customers, and the brand’s million-plus Facebook fans for everyday stories, photos and videos.

In partnership with the Reelz channel, Porsche will also invite amateur filmmakers to submit films that embody “daily magic.” Ten filmmakers will be selected to experience daily magic in a Porsche and then make a film about the experience. The winning submission will be shown in cinemas across the country—a first for Porsche—and on the Reelz channel.

Source: Porsche

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Dave
I have a 1973 914 and a 1989 928S4 so - being that it is 2011 - I am a ways off from owning a brand new Porsche. But I am not crazy about this "everyday" campaign, either. If either of my cars had been driven "everyday", both would have gone to the crusher long before I bought them. And this campaign is going to make it harder to find good used Porsches as I have; the local variety will have suffered through road salt, rain, dirt roads, hail, road construction and maybe worse long before the original owners are ready to unload them.
John
This is one of the dumbest branding campaigns ever. What 911 driver or aspirational buyer wants to bags of cement being loaded into a Porsche......I can't believe this camaign got off the ground.
Paul
as the owner of a 911, this is the worst branding I can imagine. So my dream sports car that I am lucky enough to own is now re-branded as a school bus. Time to swap for a Lotus Evora....
steve
Still not going to change their image, their fricken cars are to expensive here in the usa! p.s. I dont give a shit how fast they are! (overpriced, and not desired by most) porsche= cars for rich people (not many left in america) next.
Nor
Porsche has a lot of gall. "It’s the only car in the world that combines true sports car exhilaration and the drivability for daily use." My Miata may not be as fast, but it is every bit the sports car and is a true daily driver.

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