A new successful mobile campaign: Porsche’s « I can »
Upd/ Thank to a mail from Kristin Fletcher, from the agency Cramer-Krasselt, I received more information about this campaign, actualy, it was a mobile website, so it was not available only for iPhone but for all smart-phones in fact.
If I say « Porsche », you will probably think « too expensive ». Porsche USA realised that most of the people imagined higher prices than they actually were. With their agency Cramer-Krasselt, in a multichannel campaign, they created a mobile website to stop this stereotype with the fun claim « I can », it reminds me something but what ? 
The choice of the iPhone was also driven because the Porsche targetted customers were supposed to be « tech-savvy and connected« , I guess businessmen for example…
The results were quite amazing. Once again, the mobile results were much higher than the basic online campaign…
« The mobile initiative delivered 22 percent of the campaign’s overall digital traffic and the click-through rate was six times better than Porsche’s online display advertising.
Mobile generated three times the volume to Porsche’s call center than online and twice as many dealer look-ups.
The mobile site’s number of visitors was 40 percent higher than those to the online site, it was also claimed. »
This confirms once again this fantastic change from the MassMedia to MyMedia explained by Helge Tennø in the presentation « New Digital ? What is all about ?« .
Via Mobile Marketer.
