Porsche Cayenne Turbo Launch: Driving Innovation in Luxury.
Campaign Overview
The Porsche Cayenne Turbo campaign redefined luxury automotive marketing by leveraging Amazon's ecosystem to engage affluent, tech-savvy audiences with precision. This groundbreaking collaboration utilized Amazon’s advanced targeting capabilities and multi-platform reach to drive awareness and collect valuable audience insights for Porsche’s flagship SUV.
Client: Porsche
Year: 2018
Location: United Kingdom
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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 sought to raise brand awareness for the all-new Cayenne Turbo in a competitive luxury SUV market. The goal was to effectively engage high-value Amazon customers across multiple platforms while emphasizing the Cayenne Turbo’s cutting-edge performance, premium appeal, and innovative features.
Insight
Amazon’s behavioral and garage segments provided unparalleled data on purchasing habits and preferences, enabling precise targeting of potential luxury car buyers. The 25–34 age demographic emerged as a promising future audience for Porsche, blending affluence with tech-savvy lifestyles. This insight revealed an opportunity to position the Cayenne Turbo as both a status symbol and a technological powerhouse.
Idea
Develop a multi-channel campaign leveraging Amazon's diverse platforms Fire Tablet, Amazon Video Ads (AVAs), and Fire TV to showcase the Porsche Cayenne Turbo’s thrilling performance, innovative features, and aspirational lifestyle appeal. The campaign aimed to seamlessly integrate Porsche’s premium brand identity into Amazon’s tech-forward ecosystem.
Execution
Hyper-Targeted Advertising: Used Amazon’s behavioral and garage segments to reach high-value audiences interested in luxury vehicles.
Lifestyle Targeting: Deployed ads tailored to Amazon shoppers’ purchase histories, focusing on individuals aligned with Porsche’s brand values.
Multi-Platform Integration: Ran ads across Fire Tablet, AVAs, and Fire TV to maximize reach and engagement.
Optimized Ad Frequency: Ensured optimal exposure without overwhelming users, boosting consideration intent for this high-price-point vehicle.
Innovations
First-Ever AVA Sell-In: Pioneered the use of Amazon Video Ads in the UK automotive category.
"Send Me More" Feature on Fire TV: Achieved the first-ever engagement in the autos category, allowing users to request additional information directly through their TVs.
Cross-Platform Precision: Integrated Fire Tablet placements with a 1.59% CTR (1.57% untargeted / 1.60% targeted), outperforming benchmarks for digital advertising.
Luxury Brand Integration: Combined Porsche’s premium positioning with Amazon’s data-driven targeting capabilities to create a seamless customer experience.
Impact
Generated over 9.5 million impressions across Amazon platforms, significantly expanding awareness for the Cayenne Turbo.
Achieved 5 million impressions via AVAs alone, marking a milestone in video advertising on Amazon.
Fire Tablet delivered exceptional performance with a 1.59% CTR, showcasing its effectiveness as a luxury advertising channel.
Secured 281 test drive requests directly through Amazon's ecosystem, driving tangible engagement from high-value prospects.
This campaign set new benchmarks for innovation and effectiveness in luxury automotive marketing by combining Porsche’s premium appeal with Amazon’s precision targeting and multi-platform reach.
Credits
Visual Designer: Michele Tagutelli
Senior Art Director: Matthew Swan
Program Manager: Jude Carter Edwards
Brand Strategist: Richard Kirk
Design Technologists: Leigh Graham