Background
Top performance – coupled with efficiency of course: For the first time, Porsche Intelligent Performance combines the existing virtues of a sports car with new technologies under a single concept in its communication. The declared corporate aim is to get just a little bit more out of as little as possible. To add some special impact to this new efficiency claim and performance, Porsche planned as many as three world premières. At the product level the racing car Porsche 911 GT3 R Hybrid, the production vehicle Cayenne S Hybrid and the consept study 918 Spyder (as a high-performance hybrid) were to illustrate how the new performance philosophy can now be put on the road through the intelligent recuperation of braking energy.
The task
Using the examples of Porsche's new hybrid vehicles, the exciting subject of "Porsche Intelligent Performance" is to be made known on all available online channels throughout the world. This will be done in three stages: Stage 1: Vehicle announcement on 11 and 25 February. Stage 2: World première on 2 March at the Geneva Motor Show. Stage 3: Use in races from 19 April 2010.
The solution
Three world premières, one claim and one platform. The web special forms the platform for the gradual revelation of the three main actors. It is the centrepiece of the online campaign "Porsche Intelligent Performance". This is what makes the web specials so special: To provide access to this complex hybrid technology with perfect simplicity and ease, visitors to the site are enabled to use their mouse-generated kinetic energy to download information about "Porsche Intelligent Performance" and about the global innovations that go with it. Thanks to a specially programmed desktop widget, this interactive technical analogy continues to linger in the user's mind after visiting the site. Once the widget has been installed and started, kinetic energy can be used in a time-controlled manner to find out interesting and entertaining facts and figures about "Porsche Intelligent Performance" before the race. To ensure viral marketing for the web special and to make all the details accessible to the widest possible target group, coinciding with the relevant events, all stages are accompanied by Facebook postings, YouTube clips, an iPhone app and e-mail reminders.
Conclusion
This was the first time in Porsche's corporate history that it rolled out a worldwide campaign entirely via the internet. The campaign was amazingly successful, exceeding all expectations. The announcements of the new hybrid vehicles 911 GT3 R Hybrid and Cayenne S Hybrid on the internet drew worldwide attention during the run-up to the Geneva Motor Show. Before the show had even started, the principle "Porsche Intelligent Performance" had been practically and graphically conveyed to a broad public through the examples of the hybrid vehicles.
