Porsche

We saw the warning signs. While Porsche had been one of the top luxury vehicle brands for decades, the entire auto industry had seen the average age of buyers grow older year after year. And Porsche buyers were even older and more dominantly male than any other brand – layered onto a brand that was already perceived as conservatively German.
 
To continue the brand’s growth now and in the future meant growing Porsche’s relevance among two strategically critical audiences: Driven Youth and Driven Women. They’re affluent and appreciate luxury goods but do not consider themselves “car people.” They’re young. They’re diverse. They perceive luxury differently than their parents. Yet they were more like Porsche than they knew.
 

These younger, more diverse targets cared about things like art, music, culture and self-expression. Experiences over things.
 
And as this new generation was aligning themselves with brands who shared those same beliefs, they were developing desires and dreams for their future selves. Just like you need to create a desire for cotton with a new generation.
 
Two key insights rose to the top, which led us to two key strategic pillars to intercept:
1. They dreamt of Speed. Yes, literally the super-charged speed that only Porsche could deliver in its vehicles. But also the speed of Culture – art, music, fashion.
2. They dreamt of Color. Self-expression, reinventions, living a vibrant life.
 
And that’s when we knew: Porsche needed to “build the dream” for them. And that’s just what we did.
 

Building the Dream – through Speed and Color.
 
Just like fashion brands, we built the dream in experiential, culturally relevant ways that intersected their lives and passions. Just for the dream of it.
 
Nothing more. And for Cotton Inc., we see a great opportunity for people to view it as a rediscovery of what makes cotton, and those who wear it, unique.
 
Yes, we built ads, like our epic “Heist” spot, the dream of a speed-fueled joy ride. We leveraged the new model Macan SUV specifically designed for a younger consumer. But we also made a lot of art, not just ads.
 
We had lots of collabs with culture- forward brands like SoHo House, Star Wars, REVOLVE and Goop.
 
And we also knew the power of our color. Today, color is the new black. Bright, bold, see-me color. For young luxury shoppers, color signifies confidence and joy and self-expression. Look no further than the colorful reinventions of Louis Vuitton, Gucci, Chanel and others.
 
Right now, you can order a Porsche in 170 colors, including Lizard Green, Lime Gold and Macadamia.
 
So we partnered in colorful ways with a limited-edition PUMA X Porsche shoe drop. Nine designs in nine colors, inspired by the nine generations of the 911 Turbo, and they sold out in 2.6 seconds. Really.
 
We collaborated with seven artists to date for their interpretations of Dreaming in Color, and placed those original works at Art Basel.
 
We turned six iconic Porsche paint colors like Strawberry Red (introduced in 1951) and Frozen Berry Metallic (introduced in 2020) into ice cream bars and gave them away at street festivals from the trunk of a 911 “ice cream truck.”

89% of Driven Youth like or love the Porsche brand – a 23% increase over 3 years
 
80% of the Driven Youth agree that Porsche is a trend setter
 
60% of Driven Women now say Porsche is a trend setter – an increase of 18% over 3 years
 
Porsche U.S. sales have more than tripled over C-K’s tenure as AOR
 
The average age of a Porsche driver has decreased every year for the past 7 years
 
Now that’s what dreams are made of!