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

Landlords make an offer for 11 Canadian Target stores

The Ontario Superior Court is slated to address the proposal later this week

Mouse Marketing picks up Polysporin

Sampling program aims to increase brand awareness and reach

Shelagh Stoneham on her role at Shoppers Drug Mart

Six months in, the senior vice-president of marketing shares her goals for the brand

Managing Digital: McDonald’s Canada’s Hope Bagozzi

Speed and accuracy key to navigating through the digital revolution

H&R Block focuses on expertise in new campaign

The brand replaces its long-running "Tax Pain" platform with new creative

The Hot Plate rebrands as THP

Toronto shop looks to expand beyond its origins as a food-marketing agency

Tennis Canada serves up a new brand and national campaign

Multi-media campaign from Revolution urges Canadians to "Live the Moment"

Loblaw eyes Target locations as it more than doubles Q4 profit

Grocery and pharmacy chain earns $247 million for the 13-week period ending Jan. 3