Following the global launch of the second generation Panamera in 2016, Porsche Asia Pacific was tasked to launch the luxury sedan across its 13 markets in Q1 2017. However, with the premium and luxury limousine market segment in Asia more cluttered than ever, we needed to find a way to stand out and deeper engage our audiences.
With a key audience insight in mind, we worked to build an emotional connection with our audiences by building the campaign based on a single question “What is Courage?”. Backed by a Digital Communications Approach with a Campaign Digital Hub to drive outreach, we identified a diverse group of global influencers who had their personal stories of courage to tell. With each of these stories of Courage, we inspired our target consumers who identified with these stories and that of Porsche Panamera.
“What is Courage” paved the way for the second generation Panamera in Asia Pacific achieving way beyond the business targets, and even caught the attention of global television comedy talk show “The Ellen Show” where host Ellen DeGeneres did her very own spoof video inspired by the campaign!