With a successful phone campaign the carmaker Porsche convinced potential buyers of its affordability. The mobile campaign targeted Smartphone users and intended to communicate that a luxury vehicle like a Porsche is not out of reach. This idea was developed after research results showed that potential Porsche customers believed that the costs of the car were higher than they really were.

The messages which were delivered to the phones were “You can own one, click to see how” or “Can you afford a Porsche? Just say ‘I can’ ”. After clicking on the “I can”-link, the users were led to a mobile site where various car models and prices were displayed. David Pryor, Porsche Cars North America’s VP of marketing said: “We wanted to make sure we can capture people as they are in the shopping process. … We think with our demographic; mobile gives us a good opportunity to do that.”

Better than online-display advertising

This campaign delivered 22% of the entire digital campaign traffic, with a click-through rate that was up to six times better than online-display advertising. Furthermore this marketing measure created three times the volume to the Porsche call center than online, as well as twice as many dealer look-ups. Due to these positive facts Pryor said that it was likely mobile would get a bigger share of the digital budget in the future. The mobile campaign will most certainly be relaunched for the new Cayman and Boxster models which are scheduled for the spring.

PROS:                                                                                                                                                       -- Direct sales approach to the target group
- Quick measurement of results
- Can be used for several other marketing campaigns

CONS:                                                                                                                                                      -- Can only be employed for Smartphone users