Objectives
Porsche is an iconic brand known for its design, speed and uncompromising performance. With the introduction of its first fully electric car, Porsche and C-K saw this as an opportunity to develop a campaign that would capture the attention to reach a new, younger target audience in a truly unique and ownable way.
With an announcement as important as the brand’s first electric car, Porsche wanted to go big and ensure that we were getting our message in front of as many consumers as possible. What better way to make a big splash that with a Super Bowl commercial.
In order to ensure Porsche was reaching its audience, C-K established three main objectives for this campaign:
- Get eyeballs on the commercial. Achieve five million video views on YouTube.
- Produce successful social content. Ensure content surrounding the commercial is top performing from Porsche owned social channels. It needs to be the top engaged with content to-date with close to one million views.
- Drive users to the model website to learn more about the Taycan. Gain at least a 200 percent lift.
C-K needed to execute an integrated channel plan across paid, earned, shared and owned to achieve these objectives and make the Super Bowl commercial the most successful marketing campaign for the brand to date.
Overview
As Porsche looks to introduce new and younger audiences to the brand, a Super Bowl commercial was a great opportunity to be seen by younger audiences in a relevant way, while also using it as a platform to launch the first fully electric car from the brand. We wanted to get these new audiences excited about the Taycan.
Target Audience
The target audience was males and females between 25–35 years old, which is significantly younger than the typical 56-year-old Porsche owner. Using MRI data, C-K discovered that football and music ranked high as affinities, all of which happen at scale during the Super Bowl. Based on industry data, C-K knew these younger audiences were very active on social media – and would be a key channel to reach them. Using studies from Facebook, Khoros and Hootsuite, C-K was able to understand where these audiences were most active in the social landscape to ensure the right content was delivered through the right channel at the right time.
Insight
Porsche can be seen as an unattainable brand to younger audiences. The younger, more diverse audience has affinity for Porsche but there is a need to make the brand relevant to them. We needed to tap into the brand’s soul. We needed to break through to these audiences in an entertaining way using the Super Bowl as a launching point.
Approach
We executed our social approach in the following ways during three phases, pre-game, game day and post-game:
- Pre-game:
- Short video teasers and three video cut-downs of the commercial published across organic and paid social channels.
- Worked with NFL players to share images of themselves in their own Porsche cars and talk about the excitement around the upcoming commercial on Instagram and Snapchat.
- Game day:
- A social media situation room to further amplify and bring attention to the commercial utilizing Twitter where millions of conversations happen throughout the game. We included social media strategists, the community manager, social listening analysts, creative directors, and key stakeholders from Porsche to react and engage in real time to join conversations.
- Published commercial-related content to Twitter as we knew that’s where most eyeballs were during the Super Bowl, but also when relevant on Instagram and Facebook.
- Pre-planned engagements from brands such as Pringles on Twitter.
- Responded to fans throughout the game including celebrities like Jennifer Lopez on Twitter.
- Launched a Snapchat lens for people to use and share during the game.
- Shared content announcing a chance to enter a sweepstakes to become a security guard for a day with a trip to the Porsche Museum across social channels.
- Post-game:
- Continued amplification of the commercial social channels.
- Content with the CTA to enter the sweepstakes on social channels.
Objectives
To restate our objectives:
- Get eyeballs on the commercial. Achieve five million video views on YouTube.
- Produce successful social content. Ensure content surrounding the commercial is top performing from Porsche owned social channels. It needs to be the top engaged with content to-date.
- Drive users to the model website to learn more about the Taycan. Gain at least a 200 percent lift.
Results
“The Heist” Super Bowl campaign was Porsche’s most successful integrated marketing campaign to date.
- Reached more than 17.7M views on YouTube, 3x our original benchmark of 5.3M views. Added 11K new subscribers to YouTube
- “The Heist” is the most-watched YouTube video on the Porsche channel at 540K hours
- One of only five Instagram IGTV spots to exceed 1M views from the Porsche handle
- Voted among the best Super Bowl commercials of the year by AdAge, Adweek, Time Magazine and Campaign
- Porsche ranked #1 among all automotive advertisers on game day. During the game, Porsche was the most visible brand on traditional and social media
- PR Value $5.4M – a record for a single non-product launch event
Video for Porsche Steals Super Bowl with The Heist
