Porsche Sports Driving School Talking Dog 2018
Table of Contents
2
3
Our Pit Crew
4
Executive Summary
6
Background
8
Client Challenge
10
Research
12
Situation Analysis
13
Competitive Analysis
14
Target Audience
16
Campaign Concept
18
Creative Executions
26
Social Media
28
Results
29
Conclusion
Our Pit Crew
Lia Jordan
ACCOUNT EXECUTIVE
Sarah Rovi
PROJECT MANAGER
Adaobi Ugonabo
Chris Carson
Zoie Hashim
Olivia Moore
PHOTOGRAPHER
COPYWRITER
PR SPECIALIST
DIGITAL SPECIALIST
3
Executive Summary PROBLEM PSDS is a luxury experience and an investment. This in turn creates a lack of awareness amongst people of the younger generation and limits the school’s target audience.Our second problem is PSDS was creating social media content that was not engaging its followers, but rather provided them with an ununified brand presence.
SOLUTION Our main objective was to bring the experience of the track to the screens on potential drivers. Rather than limiting our target market to 45-60 year old men, we wanted to highlight the luxury of the cars while also bringing in fresh content to their social media platforms. First, we did this through dynamic shots that would avoid bad angles, avoid empty space, and maintain focus on the porsche. Second, we explored new content forms through the use of video and boomerangs. Lastly, we created versatile content. These solutions aimed to increase awareness of the driving school across new target markets.
RESULTS Through our solution we successful increased PSDS’ Facebook and Instagram followers through a more cohesive brand identity. We were indeed able to bring the excitement of the track to the screens of potential drivers.
4
5
Background 6
Behind the Wheel “AN ESTABLISHED DRIVING SCHOOL AMONGST CAR ENTHUSIASTS.” Porsche Sports Driving School is the only official Porsche driving school in North America. Located just outside of Birmingham, Alabama, at Barber Motorsports Park, PSDS offers the opportunity for car enthusiasts to experience course training sessions. Drivers are offered both introductory level or advanced level courses with some of the Nation’s top driving instructors. Drivers can choose from a variety of driving instruction programs ranging from one and two day precision courses, to getting their Masters in driving, or even getting their Masters RSR Race License. PSDS allows drivers to witness first hand, the fascination of the Porsche by letting drivers go to their limits while they enjoy sports car dynamics. The driving school prides itself on sticking to one overriding principle: to learn by doing. At the end of the day, PSDS transforms the racetrack into a proving ground for car enthusiasts. This allows drivers to gain more driving pleasure per second. This, is the Porsche Sport Driving School.
Client Challenge
8
8
Convincing drivers that the Porsche Driving School Experience is worth both their time & money.
9
Research
10
The Air in Our Tires Experience Centers like the Porsche Sport Driving School are a pivotal part of the customer journey. It’s where a brand can fully explain their story. PSDS exists so that it can make emotional connections with visitors and derive deeper insights of what consumers want. A successful Experience Center engages its audience and elevates the interaction between the car brand and its drivers. This is all accomplished so that drivers understand how they’ll be taken care of as customers.
/ 72% of millennials prefer experiences over items. Our research tells us that amongst the younger Millennial generations, 72% of people prioritize experiences over items. In addition, 73% of people agree that the fear of missing out drives them to actively seek out new adventures. These findings are great news for PSDS because it provides consumers with a unique, new adventure. This is an opportunity that the PSDS team used to their advantage when creating a new brand voice for the Experience Center.
/ Porsche consumers prioritize entertainment. In addition, 96.65% of Porsche consumers said they prioritize entertainment. Before working with PSDS, the school was not effectively showcasing the entertainment that the courses can provide. After assessing their problems, coming up with a solution, and analyzing competitors, we were able to effectively bring out the entertainment aspect of PSDS to their social media platforms.
11
Situation Analysis STRENGTH PSDS is claimed to be the premier driving school in the country that puts the customer first through extensive training programs.
WEAKNESS The company’s ununified social media presence creates a lack in brand voice, thus making it hard for people to see the experience the driving school can offer.
OPPORTUNITY To showcase the Porsche experience through a unified social media presence to a broader target audience.
THREATS Competition from other driving schools and people not seeing value in this luxury product poses a threat.
12
Competitive Analysis Who Are We Racing?
THE BMW PERFORMANCE CENTER
AMG MERCEDES DRIVING ACADEMY
AUDI DRIVING EXPERIENCE
Greer, North Carolina
Various Locations
Austin, Texas
13
Target Audience Hitting the Mark
14
Based on primary research and feedback from our client, we were able to create two target profiles that we believe best fit our potential market.
NICK, 22, FINANCIAL ANALYST First we have Nick, a 22-year-old recent graduate from Auburn University. He now lives in Montgomery and works as a financial analyst, so he has a great deal of disposal income he’s looking to spend. Nick is a thrill seeker and is always on the lookout for a new adventure to experience, whether with friends or flying solo. While scrolling through Instagram, he came across a paid advertisement that showcased some highlights of the Porsche Sport Driving School experience. Now he’s exploring their website, trying to figure out the ideal course for himself and his friends.
ELLA, 27, ADVERTISING EXECUTIVE Ella is 27-years-old and already established in her career as an advertising executive. Growing up, her father would always take her to car shows and auto races which inspired her passion and appreciation for luxury cars. Ella loves giving meaningful gifts to the people she cares about, and being a Birmingham native already knows all about Porsche Sport Driving School. For her father’s birthday coming up, she’s planning a surprise trip for the both of them that will be a once-in-a-lifetime experience.
15
Polishing the Paint “THE PORSCHE EXPERIENCE� Porsche Sport Driving School exists for the sole reason of providing a euphoric experience to its customers. From the heart pumping thrill of driving in a Porsche for the first time to the joy of drifting doughnuts on a skidpad, our creative approach wanted to capture these moments and share it with our future customers.
16
Campaign Concept
17
18
The Experience FUN, FAST, FOCUSED. These are the three pillars of our campaign to ensure not a moment at PSDS is lost. A flexible execution plan centered around our core belief that the experience takes precedence allows the team the freedom to maneuver the entire Porsche course and snap away at all the fun happening on the track.
COLORS
19
Since our target audience would much rather spend money on experiences rather than items, we decided to try to capture the essence of this experience with our photography. We wanted to showcase the thrill and excitement that their customers feel when they get behind the wheel, while also highlighting all that goes on behind the scenes. We made a point of trying to feature their sponsors’ logos in our photography as this would make them more likely to repost our photos on social media. We also took care to shoot the cars at lower shutter speeds on the track so that the background would appear more blurred, giving the viewer a sense of the speed of the cars. Shooting their customers in a way that felt authentic was a challenge, but we were able to capture some great moments of customers getting out of the cars right after driving. Our sweet spot was getting action shots that showed both the people and the cars in tandem. These dynamic shots gave their social media followers a glimpse into
20
what awaits them at the Porsche Sports Driving School.
Photography
21
Videography
22
It’s no secret that video performs well on social media, so we prioritized shooting video on both of our production trips to Porsche’s Birmingham track. With video, we were able to capture the speed and excitement of the cars in a more dynamic way than through our photography. We used DSLR’s and GoPros along with drones to capture action footage from as many angles as possible. Our videos tell a more complete story of various parts of the Porsche Sports Driving School that we felt would appeal to our target audience, such as the skidpad, feature of the cars such as turbo launch, and their off-roading course. Video also gave us more options in post-production. We were able to use video clips to create boomerangs and gifs, in addition to the regular videos that we edited from our footage. Being able to see and hear the Porsches on the track gave our audience a greater sense of what the Porsche Sports Driving School has to offer.
23
Guerilla Marketing For our guerilla marketing tactic, we wanted to reach potential PSDS customers at a time when they wouldn’t have any distractions. We designed a VR experience that would allow potential customers to experience the rush of being behind the wheel of a Porsche 911, all while they’re waiting on their gas tank to fill up. We selected 4 gas stations in the wealthier parts of Birmingham for this experience. The gas stations would be decorated with checkered flags and cones, along with signs that prompt users to engage with our VR experience. Each pump would have a VR headset with a simple UI that allows users to put on the headset and immediately begin a brief VR experience that puts them in the driver seat of a Porsche 911 as it speeds through the PSDS track. The experience ends with a message inviting the user to come check out the real life version of the experience at the PSDS facility in Birmingham. This tactic would reach potential customers at a time where they’re receptive to entertaining messages and at locations where they’re physically close to the PSDS facility. This tactic also has great potential for earned media, as the gas stations would be decorated and visible to the public. Users would also be likely to share their experience on social media, sparking their friends’ interest and exposing even more potential customers to our messaging.
24
VR HEADSET
APPLICATION MAP
SNAPCHAT ACTIVATION
One of the most unique parts about PSDS is the complexity,
As part of the versatile content we created on behalf of Porsche,
and beauty of the Barber Motorsports Track. The track allows
we moved to snapchat to capture our new younger target
drivers to train on a 16 turn, 2.28 mile, FIA approved racetrac.
audience’s attention.
In addition, there are other elements we wanted users to be
called bitmoji, we decided this would be the most effective
aware of such as the off road course and the Barber Motorsport
use of the platform. With bitmoji, users are able to use their
Museum. We created an informational, visually pleasing
animated character in a video and drive a Porsche right from
application that drivers could download on to their phones. We
their phone. Clicking on the Porsche logo in snapchat filter
included a virtual map for drivers to use while they are on the
options, the bitmoji inside a Porsche would appear and upon
track so they can know where they are at all times whilst on
starting to record the video the Porsche car would begin to
different parts of the track.
“drive” around the screen. Effectively giving the user a Porsche
By using a new feature on snapchat
experience and allow snapchat users to share their experience to social media. In turn increasing our reach to their friends and followers to try the Porsche bitmoji themselves.
25
Social Media Facebook VIDEOS & STORYTELLING One of our biggest challenges for PSDS was unifying their social media presence overall, so we focused on showcasing the experience of the cars, the facility, and the people. On Facebook, we quickly found that videos of the cars got the most amount of love from Porsche fans. We included dynamic videos that truly showcased the beauty of everything PSDS has to offer. Our goal in using the dynamic videos was to increase followers and then also likes, comments, and overall engagement. We wanted to tell a story through our photos and videos that made both new and old fans excited about returning back to the track.
26
Instagram DYNAMIC & ENGAGING Before we started giving PSDS our recommendations, most of their current Instagram pictures were of people and they weren’t as engaging or inviting. Like Facebook, we found that Instagram videos and dynamic shots like boomerangs and carousels received the most attention. We wanted to keep a constant theme present in the general aesthetic of the page so that when users came to the PSDS account we caught their attention and held it. Along with the dynamic shots, we wanted to include pictures that really showed off the beauty of the cars and instructors and students genuinely enjoying the experience.
27
Results FACEBOOK
Crossing the Finish Line
ENGAGEMENT
⇪ 123.51%
SOCIAL MEDIA UPTICK We kept our Facebook and Instagram metrics consistent and updated every week, therefore allowing us to measure the constant growth of followers and likes. In the end, we were able to take away our final engagement growth from both platforms. On Facebook, we saw a 123.51% increase in engagement overall and on Instagram we created a 43.27% increase in engagement overall.
28
INSTAGRAM ENGAGEMENT
⇪ 43.27%
Conclusion Thank you for riding with us! “THE PORSCHE EXPERIENCE� Encapsulating the visceral experience of driving a Porsche required a deep understanding of why our customers enjoy and prefer PSDS. Going beyond the tangibles of the cars and the course, we quickly realized our customers return to PSDS for the human connections they share with the instructors and each other. By capturing these moments of comradery, laughter, and passion, we are able to transport our followers across the country and plug them directly into the PSDS environment. With the consistent updates, how to videos, and behind the scenes snip its, our followers are no longer looking through a window into PSDS, but thoroughly experiencing the academy as if they were there.
29
