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Versatile in all settings - practicality is now an excuse to drive this sports car everywhere.

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Current Porsche Cayenne movement towards an everyday lifestyle use.

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Take your family for a drive. They'll love it just as much as you do.

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Take your family for a drive. They'll love it just as much as you do.

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An event with its own slogan "take your family for a drive. They'll love it just as much as you do." Porsche owners are extremely enthusiastic about their unique cars, but now this target market is looking for something to use with the whole family. Whether it's someones husband, wife, or children, now the whole family can enjoy the thrill of the Porsche. The event will be held at Porsche dealers, and at places where this target is likely to shop, upscale stores such as Harrods and Nordstrom's, where several Porsche models will be ready for the ultimate test drive. The event is going to be geared towards being slightly family-friendly and have demonstrations to show off the versatility of Porsche. Furthermore, there will be an extreme emphasis on luxury and customization. A "concierge" will be on-site to help buyers create their one-of-a-kind Porsche, tailored specifically to them.

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Porsche's creative brief could have used further information and in-depth initial research about the target market to give the agency a greater sense of what the target audience's preferences are ( luxury and comfort, sportiness). Another set of details that would be helpful would be the activities they enjoy, in order to make the car seem more appealing and usable to them. Additionally, the average estimated for this group needs to be readjusted. An income of $200,000 is realistically not likely feasible, especially if the buyer is married or has children since these cars can reach prices upwards of $150,000.

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Comfort and space for the everyday adventure

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Comfort and space for the everyday adventure

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Responsibility. Redefined. What does it mean? 

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Responsibility. Redefined. What does it mean? 

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Porsche will be using the slogan "Responsibility. Redefined." to depict themselves as being a car that is redefining the mundane, everyday tasks by having luxury performance cars that can be used for everyday activities, with plenty of room for extras, including passengers.

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Magazines such as GQ, Men's Journal, Men's Health, and Car and Driver, have a large following from the same or at least similar target audience (primarily men, ages 30-55) which would allow maximum view ability.

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New features such as advanced braking, lane assist, blind spot monitoring, and advanced airbags.