Porsche After Sales (China)
Press and Video Campaign
Brief: Porsche owners in China didn’t see enough difference between the Porsche After Sales offer and competitive offers (eg independent workshops/bodyshops, emerging chains, online suppliers). We needed to position Porsche After Sales as the automatic choice for all Porsche service, repair and accessory requirements and educate customers about genuine parts, skilled technicians, quality standards and the importance of regular maintenance.
Press and Video Campaign
Brief: Porsche owners in China didn’t see enough difference between the Porsche After Sales offer and competitive offers (eg independent workshops/bodyshops, emerging chains, online suppliers). We needed to position Porsche After Sales as the automatic choice for all Porsche service, repair and accessory requirements and educate customers about genuine parts, skilled technicians, quality standards and the importance of regular maintenance.
Research revealed that every Porsche ever built has one thing in common. The Porsche Principle.
A racing-inspired philosophy - designed to maximise performance - that has become the embodiment of all Porsche's. The only sure way of maintaining this level of performance is by ensuring your Porsche remains 100% Porsche.
A strapline was created that encapsulated that thought. It summed up the core concept in four words. Porsche Service. Performance Maintained.
A video was created using stock racing footage intercut with new 'service based' footage. The idea was to communicate to customers that every Porsche originates from the racetrack where teamwork is critical, where every second counts and speed and performance are crucial and that Porsche servicing is designed to replicate this performance as guardians of your Porsche's performance.
Media: Online/Press/DM
Agency: Palmer Hargreaves
Copywriter: Paul Kardasz/ John Dean
Art Director:John Dean
Creative Director: John Dean
Agency: Palmer Hargreaves
Copywriter: Paul Kardasz/ John Dean
Art Director:John Dean
Creative Director: John Dean
DIR/DP: Jaemin Kim
Production: ID CREATIONS
Post House: MPC
Production: ID CREATIONS
Post House: MPC
Press concept developed to show relationship between Porsche racing heritage and their servicing offer.
Video demonstrating relationship between Porsche racing heritage and their servicing offer.