Ludwigsburg, 11 October 2010
On Porsche.com, users can currently experience a fast-paced sports car offensive: with three Web specials on the new 911 Carrera GTS, the new 911 Speedster and the “genetic code” of Porsche, the new media agency Bassier, Bergmann & Kindler (BB&K) is placing the focus on the interaction between brand, product and user. All three campaigns bank on the Porsche technology claim launched this year: “Porsche Intelligent Performance”.
With Porsche Intelligent Performance, Porsche combines existing sports car virtues and new technological approaches under one communicative umbrella concept. The latter appears in all three online campaigns. The Zuffenhausen sports cars stand at the centre of the Web specials – illustrated from various perspectives:
The “Genetic Code: Engineering.” Web special focuses on the brand values and serves as sales advisor for the Boxster and 911 models. “Clarity. The new 911 Carrera GTS.“ presents the sportiest Carrera of all time and brings the user into dialogue with the Porsche developers. And “The new 911 Speedster. Street of dreams“ celebrates the anniversary of the Porsche Exclusive & Tequipment individualisation programmes, with the emphasis on user generated content. All three Web specials are flanked by posts on Facebook, videos on the Porsche Youtube channel, newsletter contributions and dialogue measures.
Genetic Code: Engineering.
Porsche’s genetic code is engineering talent. For the Web special, selected special aspects of the genetic code were broken down into nine numbers. Each number throws a spotlight on the Porsche brand. But here the numbers do not represent stereotypical automotive figures such as HP or MPH but stand for facts such as for example the number of races won by Porsche at the Nürburgring. Click on a number and its content is activated: a video, an associated text and a question to the user. Once all the questions have been answered, the latter is recommended “his” Porsche model in his favourite colour. This Web special forms the core of a brand campaign which includes TV and radio spots: http://www.porsche.com/microsite/genetic-code/usa.aspx
Clarity. The new 911 Carrera GTS.
The new Carrera GTS focuses and sharpens the sporting profile of the 911 Carrera models. Its clarity and purity turn it into a clear statement. Hence clear language. So the Web special grants the user a look behind the scenes of the Porsche development centre in Weissach, where in a self-operated interview with the developers of the 911 Carrera GTS he can take his own individual look at the sportiest 911 Carrera of all time. The first Porsche 911 was presented as long ago as 1963 – in the chapter “Clarity since 1963“ the user can embark on a journey through time and be told his own personal 911 history: on entering his date of birth, the user’s journey starts in that precise year with an important milestone in the 911 history of that year: http://www.porsche.com/microsite/carrera-gts/usa.aspx
The new 911 Speedster. Street of dreams.
Porsche this year celebrates the twenty-fifth anniversary of its Exclusive & Tequipment individualisation programme. And it’s doing so with a limited production series of the 911 Speedster, restricted to 356 cars – and a suitable Web special combining emotional vehicle presentation with personal relevance. The user can experience the 911 Speedster on his personal dream road. He uploads a picture and in that way creates his own very individual 911 Speedster moment – the vehicle in front of his dream road. If he moves on to the next spot he can explore the Speedster on the dream road of another user: http://www.porsche.com/microsite/speedster/usa.aspx
Information on Bassier, Bergmann & Kindler
Bassier, Bergmann & Kindler (www.bb-k.com) is one of the largest new media agencies in Germany and specializes in e-branding and e-learning. BB&K is lead agency for clients like Porsche and Sal. Oppenheim. As the leading e-learning agency in Germany BB&K develops and produces trainings for Porsche, Volkswagen, O2, Metro or Hugo Boss. By developing the eBay Online-Training, BB&K created the most successful e-learning application in Europe. Further clients are amongst others Deutsche Bank, PayPal, McKinsey, Schwäbisch Hall or Immobilienscout24. In 2009 the agency together with its 140 employees achieved a turnover of 18 million €. BB&K has offices in Ludwigsburg, Munich and Oberhausen.
Website and press photos: www.bb-k.com
Further details and contact:
Chief Communication Officer (CCO)
T +49 (0) 208 85 05 89-25
F +49 (0) 208 85 05 89-9