Rethinking retail media campaigns: a look behind the scenes of the “Art of Driving” campaign for the Porsche Taycan 4S

At a time when digital and physical worlds are increasingly merging, companies are faced with the challenge of constantly developing their marketing strategies. One of the most innovative approaches in this area is the retail media campaign, which specifically addresses the living environments of potential buyers. The case study "The Art of Driving ” - a retail media campaign for the Porsche Taycan 4S - provides an example of how such a campaign can be successfully implemented.

In this article, we take you on a journey through the development, challenges and customized solutions of this campaign. You'll learn how the campaign was designed to reach the target audience in both the digital and physical space, and why these strategies are crucial for modern luxury brands like Porsche.

Would you like more details? Get the full case study at www.tanzer.agency and discover how the “art of driving” has been redefined.

Before we dive into the details of the Porsche Taycan 4S campaign, let's briefly explain what exactly retail media is and why it's so important. Retail media describes a form of marketing where retailers use their digital and physical platforms to target personalized advertising directly to customers who are in the relevant buying stages.

For luxury brands like Porsche in particular, retail media offers an incredible opportunity to reach their exclusive target group in a way never seen before. The key: the combination of highly precise targeting and emotional storytelling.

1. Development of a strong and catchy campaign

The “Art of Driving” campaign for the Porsche Taycan 4S posed one key question above all: how can we engage potential buyers in both their digital and physical environments in a meaningful way?

To overcome this challenge, we developed a campaign that presented the art of driving not only as technical excellence, but also as an emotional experience. The campaign was communicated across all channels - from social media to in-store displays - using a consistent visual language and message. We placed particular emphasis on visual and content coherence in order to create a link between the Porsche brand and the idea of the art of driving as an experience for all the senses.

A central element of the campaign was the connection between digital experiences and the physical world. For example, an interactive touchscreen system was installed in stationary dealerships, allowing potential customers to configure the Taycan 4S virtually and book a test drive directly. This connection between the online and offline experience not only created a more intensive purchasing experience, but also a seamless customer journey.

2. development of a dedicated buying persona for the Porsche Taycan 4S

Another essential step for the success of the “Art of Driving” campaign was the development of a specific buying persona. Who is the typical buyer of a Porsche Taycan 4S? What values and lifestyle habits does this target group have?

The answer to these questions was crucial for the design of the campaign. Based on extensive market analysis and demographic data, we created the profile of a persona that is not only tech-savvy and environmentally conscious, but also values luxury and performance. The Porsche Taycan 4S combines sustainability with the familiar Porsche DNA - a fact that is particularly important for buyers in the premium segment.

Our persona analysis revealed that potential buyers are not only interested in the performance of the vehicle, but also in the image that owning a Porsche conveys. With this in mind, we focused the campaign on emotional messages that emphasize the connection between vehicle and lifestyle.

3. identification of lifeworlds and behavioral patterns of the buying persona

The detailed knowledge of the buying persona enabled us to precisely understand the habits and behavioral patterns of this target group. With a clear picture of how this persona spends their time, which media they consume and at which moments they are most receptive to advertising messages, we were able to divide the customer journey into its individual phases and determine specific media channels for the upper, middle and lower funnel.

Upper Funnel: Creating awareness

In the upper funnel, our focus was on generating awareness and arousing interest in the Porsche brand and the Taycan 4S. To do this, we used top-class advertising partners and platforms that offer highly visual content - from YouTube and Instagram to digital magazines. The campaign also visualizes the vehicle as a work of art that is brought to the road.

Special performance ads and teaser videos played an important role in captivating potential buyers in their first points of contact with the brand.

Mid Funnel: Consolidating conviction

In the middle funnel, the aim was to build trust and focus on the emotional and functional benefits of the Taycan 4S.

Here, we relied on content marketing by placing detailed articles, testimonials and videos from experts explaining the special features of the vehicle. Social media was an important driver in creating authentic brand loyalty.

Lower Funnel: Achieving conversion

In the lower funnel, the focus was ultimately on conversion. Here we focused on personalized offers, test drive bookings and exclusive events.

The aim was to integrate the prospective customer directly into the sales process. By using retargeting measures and tailor-made email campaigns that were adapted to the individual behavior of the user, we were able to efficiently accompany the path from pure interest to the purchase decision.

Conclusion: Retail media offers brands like Porsche new opportunities

The “Art of Driving” campaign for the Porsche Taycan 4S impressively demonstrates what an innovative retail media campaign can look like. By perfectly aligning the media channels with the target group's world and developing a dedicated buying persona, it was possible to create a seamless customer journey that picks up potential buyers in both the digital and physical space.

If you want to dive even deeper into the details of this fascinating campaign, download the full 30-page case study for free at www.tanzer.agency and learn how the art of driving was redefined for the Porsche Taycan 4S.

TANZER Agency:

You've come to the right place if you need precise target group analyses and the creation of buying personas for your product or service. For known target groups, we will find the right media inventory for you or have special media deals in our portfolio.

The TANZER Agency specializes in creative-innovative marketing concepts and the marketing of particularly attention-grabbing and converting media deals. We are also a specialist marketer for automated and managed retail media campaigns. We would be happy to show you non-binding deals (CPM, CPO, CPL), KPIs and potential.

We support you with:

• Campaign ideation and planning
• Target group analysis & buying persona per campaign
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• Selection of tech stack
• Support with booking, implementation & controlling