Unit 20: M2 - Evaluating An Advertising Campaign

The Porsche 911 - 'Our identity, our promise: Forever a sports car', 'Timeless Machine'

The Porsche 911, 'Timeless Machine' advertisement campaign took on both digital and traditional promotional techniques. The traditional campaign included brochures, billboards,

 new marketing channels, promotional videos and art work by artists such as Irene Kung which were later sold on and offline worldwide.

The billboards, although a traditional form of advertising, were combined a with digital campaign as, in Porsche Australia, the promotion the billboard displayed a targeted message to drivers of it vehicles. A camera 300 metres ahead of the billboard was used to analyse the vehicle make and model to identify the right cars to target. The billboard then changed to display the targeted message. This ensured that, even though this method of advertising is above the line, the right customers were targeted. 

In terms of technological advertising, the company used an innovative method to engage customers by utilising the Argumented Reality Visualiser app which allowed customers to project a virtual car they had created online, in the form of a hologram. To draw as much attention to this creative marketing scheme, the company used traditional advertising by promoting the hologram prism in 

their Porsche magazines.

The company also used social media in order to update loyal fans on any news in order to keep them in the loop with the car's launch. The use of the #timelessmachine promotion, allowed fans to share their own updates, ensuring they felt like part of the community and adding to the viral nature of the products release launch as it created more traffic through the raised awareness.

As well as this, the company designed their website in order to promote the new release, bringing attention to anyone who visited the site. Through the website, fans were was once encouraged to share their 'timeless stories', engaging more customers and increasing their loyalty to the brand.

Consistency of message:
The message behind all forms of the Porsche 911 campaign is that the car design is always improving as a means to engage a new generation without neglected they loyal, previous generation. By doing this, the company was able to attract the attention of a wide range of age demographics of customers, likely increasing their overall sales. To emphasis this further, the campaign included a variety of both traditional and digital advertising techniques, helping to not only reach both audiences, but cater to their wants. For example, the hologram was advertised in the traditional method of a magazine advert for the older generation, whilst the younger generation could use their mobile phone apps. Similarly, social media was used to engage with the younger generation further.

Many of they catchy phrases from the video adverts were captured and edited onto billboards and brochures such as the '#timelessmachine', 'before it could be the best, it had to beat the best' and 'its so easy to pick you out in a crowd', all emphasising the elevation of the customers' position if they purchase one of their cars and highlighting its modernity, without neglecting its tradition. 
The colour scheme for all the methods of advertising are consistent, using mostly black and white to make the campaign seem sleek, modern and expensive. The font is consistent throughout, altering between white on black and black on white to add variety but maintain it's general tone.

Link between traditional and digital adverts:

The message of the advert flows between the two mediums by the use of the same slogans and the use of repetition. Both types of advert use repetition of all the things the product can do with the slogan bookending these. This repetition will help the user remember it as they hear it over and over. 

Also, the use of the white background with black text and the recognisable font is always used. This font is used across all Porsche products not just through the advertising and, paired with its infamous logo, the campaign is instantly recognisable and associated with the brand.

The same Colours are used throughout Porsche advertising. In both the TV ad and the print ads, black, white and a modern colour overlay, such as grey or blue, is used. The overall dark and mysterious tone which is created by these colours draw the viewers in and illustrate an almost unworldly nature about the car.

Porsche’s advertising is also in bold meaning it’s going to have an impact on the viewer no matter what size display they are viewing it on - it cannot be missed.