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

PepsiCo and InterCon Hotels execs embrace ‘The Many’

C2 Montréal invites brands to discuss how they're putting consumers in charge

Wonderbra pushes modern look in new campaign

77-year-old brand aims to attract new consumers with fresh imagery

How Google’s ‘agency for agencies’ tells brand stories

The managing director for The Zoo opens up at C2 Montréal

AmEx influencer campaign travels north of expectations

Social and acquisition teams band together for the company's latest campaign

Shinola’s expansion into Canada gets a PR boost

Detroit-based manufacturer looks to settle in Toronto with help from ASC Public Relations

Canada Goose to open Toronto, New York retail stores

The luxury outerwear brand is investing in its first-ever standalone locations

Thinkingbox looks to grow globally with new funding

Vancouver-based digital production studio lands its first outside investor

Belairdirect heads to medieval times in its new campaign

The brand is going back in time to show how easy insurance has become

Etsy’s Chad Dickerson defines the brand he wants to build

The maker marketplace's CEO talks growth and good business practices