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BizReport : Mobile Marketing : February 18, 2009

Mobile drives Porsche campaign

Luxury car manufacturer Porsche's latest online campaign reached out to consumers via online display ads, search and mobile to emphasize the car's affordability. Despite accounting for just 10% of the overall digital spend, mobile generated almost a quarter of the total campaign traffic.

by Helen Leggatt

porsche logo.jpgMobile marketing has proved a great success for Porsche. When in-house research revealed that many believed the car's sticker price and ownership costs were beyond their reach, the car maker developed a campaign to emphasize its affordability.

The resulting "I Can" campaign targeted mobile consumers on and Yahoo, encouraging consumers to click on banner ads that said, "You can own one, click to see how" and "Can you afford a Porsche? Just say 'I Can.'". Mobile represented around 10% of the total digital budget, which allocated 70% to online display ads and 20% to search.

By using Yahoo behavioral targeting tools, Porsche was able to serve ads to smart-phone users whose Internet behavior implied they were looking for luxury cars or SUVs.

The results? Mobile generated 22% of the campaign's overall digital traffic and the click-through rates were six times better than that of the campaign's online display advertising. Mobile also drove three times the volume of consumers to Porsche's call center than online, attracted 40% more visitors to the mobile site than the online site and generated twice as many dealer look-ups.

The key to Porsche's success was its use of behavioral targeting coupled with a focused message, according to David Katz, vice president of mobile advertising and publisher services at Yahoo, Sunnyvale, CA.

"What I liked about this campaign is that Porsche came in with a clear objective and was really pushing affordability," said Katz. "We thought they had simple, yet relevant mobile experiences."

Tags: display ads, I Can, luxury car, mobile marketing, online campaign, Porsche, search

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