Porsche - Cayenne Turbo launch
Campaign Overview
Porsche Cayenne Turbo Launch; 9.5M Impressions, 1.59% CTR, 281 Test Drive Requests. We leveraged Amazon’s ecosystem to market the Cayenne Turbo to tech-savvy, affluent audiences, using precision targeting and multi-platform integration.
Client: Porsche | Year: 2018 | Location: UK
My Role: Senior Art Director
Full Case Study
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.
Case study
Challenge
Porsche needed to raise awareness and drive consideration among high-value Amazon audiences while emphasizing performance and luxury.
Insight
Amazon’s behavioral and garage data allowed precise targeting of affluent, tech-savvy demographics. This insight created opportunities to position Porsche as a status symbol and tech leader.
Idea
Multi-channel campaign across Fire Tablet, AVAs, Fire TV to showcase performance, innovation, and lifestyle, integrating Porsche’s premium identity into Amazon’s ecosystem.
Execution
Hyper-targeted behavioral and lifestyle ads.
Multi-platform integration for reach and engagement.
Optimized ad frequency to avoid fatigue.
Innovations
First UK use of AVAs in automotive.
Fire TV “Send Me More” feature for additional info requests.
Cross-platform targeting achieving 1.59% CTR.
Impact
9.5M+ impressions; 5M via AVAs.
281 test drive requests.
Set benchmarks for luxury automotive advertising.
Credits
Visual Designer: Michele Tagutelli
Senior Art Director: Matthew Swan
Program Manager: Jude Carter Edwards
Brand Strategist: Richard Kirk
Design Technologists: Leigh Graham