PORSCHE CAYENNE TURBO - LAUNCH
Product · Luxury Automotive · Format Innovation · 2018 · UK
Porsche's codes don't bend; they demand to be expressed, even inside new formats.
Client: Porsche Year: 2018 Market: UK Role: Senior Art Director
9.5M+ Impressions
5M via AVAs
1.59% CTR
281 Test Drive Requests
First UK Use of AVAs in Automotive
The Problem
Porsche needed to raise awareness and drive consideration for the Cayenne Turbo among high-value Amazon audiences emphasising performance and luxury while maintaining the brand's exacting aesthetic standards inside a new and unfamiliar digital environment.
The Thinking
Amazon's behavioural and garage data allowed precise targeting of affluent, tech-savvy demographics. The insight: this audience was already on Amazon, already spending, and already receptive to premium signals. The challenge was to make Porsche feel like Porsche inside a platform it had never appeared on before.
The Idea
A multi-channel campaign across Fire Tablet, AVAs, and Fire TV showcasing performance, innovation, and lifestyle while integrating Porsche's premium visual identity into Amazon's ecosystem. The Fire TV "Send Me More" feature let interested viewers request additional information without leaving the screen.
My Role
Senior art direction across every touchpoint, hero imagery from the Porsche asset library, interactive landing page, 3D exterior and interior exploration, wakescreen creative, Fire TV experience, and the mobile journey linking directly to local dealerships. First UK use of AVAs in automotive advertising.
What This Proves
Luxury brand codes don't disappear inside new platforms; they just need a CD who understands them well enough to translate them. Get that right, and the format becomes a credential, not a compromise.
Tags
Product · Luxury · Automotive · Format Invention · Brand Identity · Go-to-Market
Credits
Visual Designer: Michele Tagutelli
Senior Art Director: Matthew Swan
Program Manager: Jude Carter Edwards
Brand Strategist: Richard Kirk
Design Technologists: Leigh Graham
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.