"And soon it will be like Citro?n: the air conditioning for 1 euro more. Where is it? ". On the automotive forums, the news did not pass. Porsche diffuse spot on M6, BFM TV, LCI, Paris Premi?re and ITV to sell its Cayman and Boxster S? Almost unimaginable yet true.
For the first time in France and since mid-November, the Stuttgart manufacturer has opted for a TV advertising to sell a vehicle. His last appearance on the screen goes back to 2000 but at the time, it was a pub where Porsche boasted the success of the band!
This time, he must sell. This is why the German broadcasts a spot almost disappointing simplicity where a car rolls, filmed from all angles, with a traditional voice. Work is yet signed the chic Parisian agency Dufresne Corrigan Scarlett, who manages the brand communication for 10 years.Criticized on the form, she said it is difficult to advertise for a sophisticated sport when the Regulatory Authority's professional advertising bans motor noise or incentives to speed. "For designers, it's hell," says Olivier Bouas Lawrence for Development.
"Watch the video spot:
Despite the size of the challenge is that the agency has proposed launching a campaign builder, "because we've noticed that see a Porsche in motion is less frustrating than to see the frozen ice on paper" Franck Lachaize said innocently, and CEO of the agency. "Anyway, the issue is not whether the creation is good but if the message of accessibility of the brand is perceived, slice Bouas Lawrence Olivier.
Breaking the myth
The message in question is more surprising that the spot itself.Porsche has for the first time on television on a payment by installment. It is an offer of financing lease with option to purchase (LOA). The Cayman S is offered at 550 euros per month for 36 months after a cash contribution of 19,262 euros in first rent and then the final payment of a check for 32,436 euros. Total cost of vehicle: 71,693.22 euros TTC. The sales technique, based on that average range of manufacturers, shocking the purists.
For management marketing group, no controversy. "In the public mind, our prices are 20% to 30% more expensive in reality. With this LOA, we wanted to challenge, to prove that driving a Porsche is possible.It is true that not used to seeing it on the high end, but it must change, "is justified Henckes Colas, Head of Marketing of Porsche France.
Raking in the wider public
Since the launch of advertising, management chasing rumors circulating on the net, accusing her of selling Porsche cars and demystify the mark. "This is false. We do not allow ourselves to surrender. Moreover, the spots are very focused and does not concern the general public, "he defends Colas Henckes.
But the speeches can not hide reality. So far, the brand did not need to appear on TV to inspire envy. The crisis has changed things. Porsche should boost sales of its Cayman and Boxster S, segment 2 seater coupe and roadster in difficulty reflecting lower sales by 35% between 2008 and 2009."It is true that we must be more aggressive in times of crisis," says marketing manager, who welcomed the passage of the arrival of new types of customers despite a highly targeted media plan. "Television is a magical medium," says Franck Lachaize, director of communications agency.
Porsche is now obligated to match the methods of BMW, Mercedes and Audi, who compete in multiple segments. A shift in brand communication, which marks the end of an age-old marketing strategy based on discretion.
Spun off
This turn is motivated by the results fell into the red. In fiscal year 2008/2009 ended in late July, the German said sales fell by 12% to 6.6 billion euros. Production fell 27% to 76,700 cars and accounts have resulted in a net loss of 3.6 billion euros.
In addition to the crisis automobile manufacturer has trouble swallowing the loss of the battle he engaged in Volkswagen (VW) for the acquisition of the latter. It eventually will become VW owns 49.9% of Porsche by 2014. The failure of this merger has boosted the net debt from 3.1 to 11.4 billion euros in 2008/2009 due to the transfer of much of its options on VW shares for a value far below the purchase price. This deconsolidation, recorded in the accounts for 2008/2009, will continue. It will result in a loss of "several billion" in the year 2009/2010, according to Chief Financial Officer Hans Dieter Poetsch.
Only solution based on a recovery in sales "during 2010". To sell, must go on television. Even when called Porsche.