DETROIT Porsche will show off its sense of humor in a new campaign that focuses on the Boxster and the Cayman.
The campaign, "Engineered mischief," is the first from Cramer-Krasselt, Chicago, since the agency won the account in September. The campaign eschews TV to focus on print and online, including microsites, for the featured cars.
Cayman ads show the sporty car casting a long shadow in the shape of a pitchfork. Text in one offers, "Uh-oh. Those voices in your head have engineers working for them." Another explains, "Born with a silver pitchfork in its mouth." The Cayman microsite offers an historical look at the car, specs, downloads for wallpaper and screen savers, and a series of driving videos under the title, "Mischief in action."
Print for the Boxster comes with attitude by casting it as the quintessential roadster. One ad offers that while the typical roadster sky is a pale blue, sky that comes with the Boxster is a more refined, deeper blue. Tagline: "The Boxster. Everything better." The Web site offers a paint swatch that users can roll over to get a history of the car and information on specific parts (engine, brakes, etc.).
Cayman print will appear in April and May publications including Men's Health, Wired, Fast Company and Details. Print for the Boxster will run is titles such as Men's Vogue, Wine Spectator, Fortune and Golf Digest.
Porsche spent $30 million on ads last year, according to Nielsen Monitor-Plus, up 10 percent from 2006. Porsche sold 34,693 vehicles in 2007, an increase of 1.4 percent, per Autodata, Woodcliff Lake, N.J.