Porsche: Panamera O2O brand repositioning

Porsche, a car brand, launched the Ode to Joy campaign to increase awareness of the Panamera model in China.

Campaign details

Brand: PorscheAgency: PHD ChinaCountry: CHINA

Marketing context

China's premium auto market is defined and still dominated by the "Big German 3" (Audi, BMW, Mercedes-Benz) – with more modern auto body styles beyond sedans (or, increasingly, SUVs) requiring more awareness-building, familiarity, and ultimately acceptance by consumers who do not necessarily gravitate to novelty when spending so much to demonstrate success and achievement. That said, China's auto market is large enough – and premium enough – that intention to buy D-segment (large) cars doubled in recent years.Mitigating this intention is a continued policy and...

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