Product + Brand Launch
Porsche Cayenne Turbo Launch: Driving Innovation in Luxury.
Nobody buys a Porsche on Amazon. But the people who will are already there.
Amazon's behavioural and garage data found the Cayenne Turbo's next buyers. Fire Tablet, Amazon Video Ads and Fire TV put Porsche in front of them, including the autos category's first-ever "Send Me More" engagement on Fire TV.
Porsche | UK | 2018
Senior Art Direction · Video Ads · Fire TV · Targeting · Automotive
Main advert clipping to produce video shorts for use across media.
Hero images are chosen from the Porsche main asset library.
Beautiful shot, chosen to get across the new headlights of the Cayenne Turbo.
Fire TV experience, from hover state through to full-screen advert playing.
Interactive TV landing page, all controled by the Fire TV remote stick.
3D interactive experience for customers to discover the exterior and interiour.
Video adverts first UK launch.
Fire Tablet wake screens created.
Interactive landing page created.
Mobile frames of the experience, with the link out to a local dealership, a key KPI.
Challenge
Raise awareness for the all-new Cayenne Turbo in a competitive luxury SUV market. Reach high-value Amazon customers across platforms with its performance, premium appeal and innovative features.
Insight
Amazon's behavioural and garage segments showed real purchasing habits, not guesses. They revealed 25 to 34s as a promising future audience for Porsche: affluent and tech-savvy.
The Cayenne Turbo could be both a status symbol and a technological powerhouse.
Idea
Put the Cayenne Turbo where tech-forward luxury buyers already spend their time.
A multi-channel campaign across Fire Tablet, Amazon Video Ads (AVAs) and Fire TV, carrying Porsche's premium identity into Amazon's ecosystem.
Ads were tailored to purchase histories that matched Porsche's brand values, with frequency tuned to build consideration without overwhelming anyone. On Fire TV, viewers could ask for more information straight from the sofa.
The first-ever AVA sell-in for the UK automotive category.
Impact
9.5M+ impressions across Amazon platforms
5M impressions via AVAs alone
1.59% CTR on Fire Tablet (1.57% untargeted, 1.60% targeted)
281 test drive requests through Amazon's ecosystem
First "Send Me More" engagement in autos on Fire TV
People
Senior Art Director: Matthew Swan
Visual Designer: Michele Tagutelli
Program Manager: Jude Carter Edwards
Brand Strategist: Richard Kirk
Design Technologist: Leigh Graham