{"id":4644,"date":"2025-06-29T13:29:13","date_gmt":"2025-06-29T18:29:13","guid":{"rendered":"https:\/\/icom.imagemakers-inc.com\/?post_type=casestudy&#038;p=4644"},"modified":"2025-06-29T13:29:15","modified_gmt":"2025-06-29T18:29:15","slug":"porsche","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/porsche\/","title":{"rendered":"Porsche"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div class=\"center-container\">\r\n            <div class='case-study-banner-row position-relative'>\r\n                <div class='case-study-column'>\r\n                    <div class=\"breadcrumbs\">\r\n                        <a class=\"breadcrumbs-link\" href=\"\/\">\r\n                         Home\r\n                        <\/a>\/<a class=\"breadcrumbs-link\" href=\"\/work\">\r\n                         Case Studies\r\n                        <\/a>\r\n                    <\/div>\r\n                    <h1 class='case-study-banner-title'>\r\n                        Porsche                    <\/h1>\r\n                    <div class='case-study-location-col'>\r\n                        <div class=\"position-relative\">\r\n                            <!-- <img decoding=\"async\" class=\"map-location\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/location_icon.svg\"\r\n                            alt=\"Map location\"\/> -->\r\n<!--                            <img-->\r\n<!--                                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-location.png\"-->\r\n<!--                                alt=\"case study banner\"-->\r\n<!--                                class='case-study-location-img'-->\r\n<!--                            \/>-->\r\n                            \r\n                            <style>\r\n                                .map-container {\r\n                                    position: relative;\r\n                                    width: 100%;\r\n                                    max-width: 160px;\r\n                                    height: auto;\r\n                                }\r\n                                .map-container img.map {\r\n                                    width: 100%;\r\n                                    height: auto;\r\n                                    display: block;\r\n                                }\r\n                                .map-container .marker {\r\n                                    position: absolute;\r\n                                    height: 30px;\r\n                                    transform: translate(-50%, -90%);\r\n                                }\r\n                                @media (max-width: 600px) {\r\n                                    .map-container .marker {\r\n                                        height: 20px;\r\n                                    }\r\n                                }\r\n                            <\/style>\r\n\r\n                            <div class=\"map-container\">\r\n                                <!-- Map Image -->\r\n                                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/Map_White.png\" alt=\"Map\" class=\"map case-study-location-img\">\r\n\r\n                                <!-- Markers -->\r\n                                                                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/pin.png\"\r\n                                         alt=\"Pin\"\r\n                                         class=\"marker \"\r\n                                         style=\"left: 21.13%; top: 31.25%;\">\r\n                                                            <\/div>\r\n                        <\/div>\r\n                        <div class='case-study-location-box'>\r\n                            \r\n                                <a href=\"https:\/\/icomagencies.com\/agency\/cramer-krasselt\/\" class='case-study-location'>\r\n                                    <p class='case-study-location-name'>\r\n                                        Cramer-Krasselt                                        <span>Chicago, United States of America<\/span>\r\n                                    <\/p>\r\n                                <\/a>\r\n                            \r\n                        <\/div>\r\n                    <\/div>\r\n\r\n                                                <div class='case-study-btn-wrapper'>\r\n                            <a href=\"\/work\/activation-event-experiential-marketing-case-studies\"><button class=\"custom-button\">Activation \/ Event \/ Experiential Marketing<\/button><\/a><a href=\"\/work\/content-case-studies\"><button class=\"custom-button\">Content<\/button><\/a><a href=\"\/work\/digital-marketing-case-studies\"><button class=\"custom-button\">Digital Marketing<\/button><\/a><a href=\"\/work\/media-buying-planning-placement-case-studies\"><button class=\"custom-button\">Media Buying \/ Planning \/ Placement<\/button><\/a><a href=\"\/work\/pr-case-studies\"><button class=\"custom-button\">PR<\/button><\/a><a href=\"\/work\/social-media-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Social Media<\/button><\/a><button class=\"custom-button show-more\">&#8230;<\/button>\r\n                        <script>\r\n                            document.addEventListener('DOMContentLoaded', function () {\r\n                                const showMoreButton = document.querySelector('.show-more');\r\n                                const hiddenTerms = document.querySelectorAll('.hidden-term');\r\n\r\n                                if (showMoreButton) {\r\n\r\n                                    showMoreButton.addEventListener('click', function () {\r\n                                        hiddenTerms.forEach(term => term.classList.toggle('hidden-term'));\r\n                                       \/\/ showMoreButton.textContent = showMoreButton.textContent === '...' ? 'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                                    <p className='casestudy-banner-pera'>\r\n                        \u00a0<em>\u201cBuilding the Dream\u201d with younger, diverse consumers for a fashion-forward brand<\/em><br>\u00a0<br>Porsche is the well-known, successful luxury car brand that has a long legacy reaching back to 1930. But it had become known as a brand for older, rich men.<br>\u00a0<br>To grow the brand with younger, modern, more diverse car buyers, it wasn\u2019t enough to have people want the car. Our challenge \u00a0was to create a passion for Porsche through sparking a modern desire for the brand. We needed to go from \u201ca car I respect\u201d to \u201cthis is a car I\u2019m passionate about.\u201d<br><\/p>\r\n                    \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong>The situation<\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">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 &#8211; layered onto a brand that was already perceived as conservatively German.<br>\u00a0<br>To continue the brand\u2019s growth now and in the future meant growing Porsche\u2019s relevance among two strategically critical audiences: Driven Youth and Driven Women. They\u2019re affluent and appreciate luxury goods but do not consider themselves \u201ccar people.\u201d They\u2019re young. They\u2019re diverse. They perceive luxury differently than their parents. Yet they were more like Porsche than they knew.<br>\u00a0<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong>The Insight<\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">These younger, more diverse targets cared about things like art, music, culture and self-expression. Experiences over things.<br>\u00a0<br>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.<br>\u00a0<br>Two key insights rose to the top, which led us to two key strategic pillars to intercept:<br>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 \u2013 art, music, fashion.<br>2. They dreamt of Color. Self-expression, reinventions, living a vibrant life.<br>\u00a0<br>And that\u2019s when we knew: Porsche needed to \u201cbuild the dream\u201d for them. And that\u2019s just what we did.<br>\u00a0<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong><strong>The Execution<\/strong><\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\"><em>Building the Dream \u2013 through Speed and Color.<\/em><br>\u00a0<br>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.<br>\u00a0<br>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.<br>\u00a0<br>Yes, we built ads, like our epic \u201cHeist\u201d spot, the dream of a speed-fueled joy ride. We leveraged the new model\u00a0Macan SUV specifically designed for a younger consumer. But we also made a lot of art, not just ads.<br>\u00a0<br>We had lots of collabs with culture- forward brands like SoHo House, Star Wars, REVOLVE and Goop.<br>\u00a0<br>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.<br>\u00a0<br>Right now, you can order a Porsche in 170 colors, including Lizard Green, Lime Gold and Macadamia.<br>\u00a0<br>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.<br>\u00a0<br>We collaborated with seven artists to date for their interpretations of Dreaming in Color, and placed those original works at Art Basel.<br>\u00a0<br>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 \u201cice cream truck.\u201d<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong>results<\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">89% of Driven Youth like or love the Porsche brand &#8211; a 23% increase over 3 years<br>\u00a0<br>80% of the Driven Youth agree that Porsche is a trend setter<br>\u00a0<br>60% of Driven Women now say Porsche is a trend setter &#8211; an increase of 18% over 3 years<br>\u00a0<br>Porsche U.S. sales have more than tripled over C-K\u2019s tenure as AOR<br>\u00a0<br>The average age of a Porsche driver has decreased every year for the past 7 years<br>\u00a0<br><em>Now that\u2019s what dreams are made of!<\/em><\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n    <div class=\"content-wrap our-work-page color-definer light-color\" id=\"content-gallery-69e4a56eb2dd7-5049\">\r\n        <div class=\"section-wrap image-gallery-block\">\r\n            <div class=\"center-container\">\r\n                <div class=\"image-gallery-row odd-element-mob-media odd-media-lib\">\r\n                                            <div class=\"gallery-box cursor\"\r\n                        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