Porsche Cayenne Turbo Launch: Driving Innovation in Luxury Automotive Marketing

Challenge

Porsche sought to raise brand awareness for the all-new Cayenne Turbo in a competitive luxury SUV market. The goal was to effectively engage high-value Amazon customers across multiple platforms while emphasizing the Cayenne Turbo’s cutting-edge performance, premium appeal, and innovative features.

Insight

Amazon’s behavioral and garage segments provided unparalleled data on purchasing habits and preferences, enabling precise targeting of potential luxury car buyers. The 25–34 age demographic emerged as a promising future audience for Porsche, blending affluence with tech-savvy lifestyles. This insight revealed an opportunity to position the Cayenne Turbo as both a status symbol and a technological powerhouse.

Idea

Develop a multi-channel campaign leveraging Amazon's diverse platforms—Fire Tablet, Amazon Video Ads (AVAs), and Fire TV—to showcase the Porsche Cayenne Turbo’s thrilling performance, innovative features, and aspirational lifestyle appeal. The campaign aimed to seamlessly integrate Porsche’s premium brand identity into Amazon’s tech-forward ecosystem.

Execution

1. Hyper-Targeted Advertising: Used Amazon’s behavioral and garage segments to reach high-value audiences interested in luxury vehicles.

2. Lifestyle Targeting: Deployed ads tailored to Amazon shoppers’ purchase histories, focusing on individuals aligned with Porsche’s brand values.

3. Multi-Platform Integration: Ran ads across Fire Tablet, AVAs, and Fire TV to maximize reach and engagement.

4. Optimized Ad Frequency: Ensured optimal exposure without overwhelming users, boosting consideration intent for this high-price-point vehicle.

Innovations

• First-Ever AVA Sell-In: Pioneered the use of Amazon Video Ads in the UK automotive category.

• "Send Me More" Feature on Fire TV: Achieved the first-ever engagement in the autos category, allowing users to request additional information directly through their TVs.

• Cross-Platform Precision: Integrated Fire Tablet placements with a 1.59% CTR (1.57% untargeted / 1.60% targeted), outperforming benchmarks for digital advertising.

• Luxury Brand Integration: Combined Porsche’s premium positioning with Amazon’s data-driven targeting capabilities to create a seamless customer experience.

Impact

• Generated over 9.5 million impressions across Amazon platforms, significantly expanding awareness for the Cayenne Turbo.

• Achieved 5 million impressions via AVAs alone, marking a milestone in video advertising on Amazon.

• Fire Tablet delivered exceptional performance with a 1.59% CTR, showcasing its effectiveness as a luxury advertising channel.

• Secured 281 test drive requests directly through Amazon's ecosystem, driving tangible engagement from high-value prospects.

This campaign set new benchmarks for innovation and effectiveness in luxury automotive marketing by combining Porsche’s premium appeal with Amazon’s precision targeting and multi-platform reach.

Credits

• Visual Designer: Michele Tagutelli

• Senior Art Director: Matthew Swan

• Program Manager: Jude Carter Edwards

• Brand Strategist: Richard Kirk

• Design Technologists: Leigh Graham