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.