Porsche Brand Reputation and Sports Car

Challenge

Porsche wanted to share its brand knowledge and sports car heritage with the Chinese public to enhance brand reputation.

Solution

To ensure consistent messaging, MSLGROUP China arranged one-on-one interviews with key journalists at product launches, local and national auto shows and widespread coverage and exposure to the general public. Moreover, this positioned Porsche as the ultimate sports car brand in China. Through a series of brand education articles, media test drives and specially-designed activities focusing on Porsche’s sports car heritage, MSLGROUP China helped Porsche attract audiences to its culture by demonstrating the joy and excitement of sports cars.

Results

Auto China 2014

Around 384 media from different segments from around China attended the press conference. 45 media interviewed management, 3 being exclusive interviews.

A total of 646 related clippings were collected, with total Ad value of ¥ 11,734,107.

Porsche CSR Program

Challenge

Porsche wanted to create a CSR program that effectively contributes to Chinese society in a positive way, while at the same time reflecting their brand image.

Solution

MSLGROUP China devised and implemented the “empowering the future” campaign – a joint Porsche/UNICEF training program that provides on site training and supportive supervision to schools in remote parts of Sichuan, Gansu and Yunnan provinces. Porsche donated vehicles to the program to act as Mobile Educational Training and Resource Units and dealers plus employees gave their time to collect and deliver needed donations.

Porsche’s efforts were seamlessly integrated into all communication channels with internal and external stakeholders. To celebrate the 5th anniversary of “empowering the future”, MSLGROUP China created and commissioned a special documentary, directed voluntarily by Mr. Zhang Yimou, arguably China’s most famous film director. Coordinated by MSLGROUP China, an annual Art Contest was organized jointly by Porsche and the Sichuan Fine Arts Institute (SFAI) to support young talent, attract wide attention from society and enhance Porsche’s brand image. A yearly visit to Sichuan is organized to see the program’s progress. One selected media is comprehensively involved with this to give in-depth reporting on Porsche’s endeavors.

Results

In addition to providing real value on children’s education in rural areas, Porsche received lots of positive feedback, not just in terms of media coverage, but also in terms of engaged dealers and employees who showed pride in Porsche. Government relations were also improved through the project and valuable connections established with the NGO sector.