Porsche, Cayenne Turbo Launch

Porsche Cayenne Turbo launch

Making a premium automotive experience work on a new canvas. Porsche | Amazon

Challenge

Build awareness and consideration for the new Cayenne Turbo across Amazon's ecosystem while maintaining the car's distinctive premium character.

Insight

Amazon's behavioural and automotive audience data allowed Porsche to reach customers based on interests, purchase behaviour and lifestyle.

Idea

A multi-platform experience across Fire Tablet, Amazon Video Ads and Fire TV that combined Porsche's premium brand language with Amazon's emerging advertising formats including the first UK automotive AVA sell-in and the first automotive use of the "Send Me More" Fire TV engagement.

My role

As Senior Art Director, I led the creative on my first premium client at this scale Porsche. The insight was about targeting Henrys: high earners, not rich yet, playing the long game where the brand impression made now pays off in ten to thirteen years.

Porsche gave me open access to their full asset folder, and I picked everything I thought would resonate earning that access was part of the win. We centred the idea on the newly launched, top-of-range Cayenne Turbo, built for the biggest screen in the house: aspirational motion and speed, running in 4K on Fire TV, with a hover-state autoplay through to "Send Me More" a first for the UK team. It opened up the autos category for showcasing cars on the biggest screen in the house.

Impact