Porsche1

Porsche sells Canada its Macan by celebrating bicycles

Online short films focus on those who represent Porsche brand attributes

To promote its new Macan SUV, Porsche Canada is going the content marketing route and hoping to reach a younger demo with a four-part online series in which the Macan plays only a supporting role until the final act.

Porsche created the global Macan Hub microsite and encouraged regional agencies to create their own content. Toronto-based Yield Branding opted to produce the vignettes around three different Canadians who would represent an aspect of the Porsche brand, then a fourth where they all get to test-drive the Macan.

The first of the series stars Phil White, co-founder of Canadian high-end bicycle manufacturer Cervélo, who represents Porsche’s emphasis on design, pure engineering and driving pleasure (and will perhaps appeal to the 35-45 urban demo it’s aiming at).

“Riding in itself is a really, really cathartic experience,” says the video’s voiceover. “It’s that man-machine symbiosis that you get where you’re really at one with your machine and you feel it.”

Yield’s creative director, Chris Torbay, says that with a well-known brand such as Porsche, there is a lot of leeway to do ads that are less dense with information about the product.

“Rather than doing straight-up sales-style material, we wanted to do something that was more of a human interest piece, but allowed the parallels between the Cervélo and the Macan to be there,” says Torbay. “A lot of people have always had the dream of a Porsche, so you don’t have to market it to them the way you would a tube of toothpaste.”

Well, not some mid-range toothpaste, in any case. The series’ next videos will feature Montreal DJ Misstress Barbara, who is meant to stand for the car’s urban style and sophistication, and then John Keogh, the coach of the Rowing Canada women’s team, who stands for performance, power, strength and determination. Each film is meant to underscore the campaign tagline: Life, intensified.

“It’s not about the features of the car, it’s about those values,” says Torbay. The fourth video will feature the three subjects taking the Macan for a spin at the ICAR race track in Montreal.

The series will be among the last Yield does for the luxury automaker, which became its first-ever Canadian agency of record five years ago when the brand decided to delineate its marketing in Canada. Red Urban will be taking the reins as AOR, following Porsche’s agency review earlier this year that saw it align its Canadian presence with its global parent, the Volkswagen Group. Volkswagen has Red Urban as its Canadian agency.

Brands Articles

Johnsonville links sausage to ethnic fare in social-led effort

Social media outreach comprises part of the brands first "serious effort" in Canada

Managing Digital: Shoppers Drug Mart’s Shelagh Stoneham

SVP of marketing on how digital is helping the retailer's customers "shop smarter"

Marketers to C2-MTL: Treat consumer data with care

Aimia and Aldo CMOs on the importance of using data to deliver better customer service

Cossette and OMD named SickKids Foundation AORs

Agencies will shape a new vision for a big name in the competitive fundraising space

Jack Black skincare selects first Canadian AOR

1Milk2Sugars will share duties between its Montreal and Toronto offices

Rabba Fine Foods hires first PR and marketing agencies

Future PR and marketing efforts will focus on the retailer's ties to the community

FIFA sponsors respond to corruption scandal

Visa and Coca-Cola call for change in how world football is managed