Porsche breaks Unexpected campaign
Porsche Cars Canada has begun a spring marketing campaign for its various sports car models. The campaign is intended to communicate to potential customers some "surprising" aspects of the brand, such as the affordability, practicality and fuel consumption of the vehicles. The campaign, called "Porsche, unexpected," was developed by Toronto-based Yield Branding. The creative consists of images from two angles of Porsche cars on a white background with copy indicating that there are "two sides to every Porsche." Separate executions promotes the Boxster Spyder, Cayman, 911 Cabriolet and 911 Turbo. The campaign consists of newspaper advertising and online banners. In addition, the company is using billboard advertising in Toronto, Montreal and Vancouver for the first time. These materials will be supported by an online video at <http://www.porsche.ca/unexpected>. "This campaign marks an important time for Porsche Canada, in that we have created original concepts for this market," said Chris Torbay, creative director at Yield. "We wanted customers to see the brand in a different way and to do this, we needed to break away from the traditional presentation of the brand, both visually and in the advertising channels we selected."