Best Automobile Online Ad

Luxury sports cars weren’t the vehicles of choice for even many wealthy car enthusiasts, due to their compact size and storage space. Then came the Porsche Cayenne - a sports car built for five, designed to help people go further, together.

To help users discover the latest Cayenne, Porsche worked with Infillion to create an interactive “car configurator” experience across desktop, mobile, and CTV video publishers. In this unique ad, users were invited to customize their own Cayenne in exchange for a reduced ad load for the rest of the programming they were watching.

Users could choose between two different body options, the Cayenne S or Cayenne S Coupe, 4 color options, and 2 different wheel configurations to build their ideal sportscar directly within the ad. An ‘Explore All Models’ CTA was visible throughout the experience, inviting the user to continue exploring even more customization options on the Porsche website.

Granular targeting ensured the ad reached users who were most receptive to purchasing a Porsche Cayenne, driving strong in-unit metrics and above-average brand lift metrics. The campaign drove significant lift throughout the funnel– 13% lift in Awareness and a 17% lift in consideration - the campaign’s main KPI.

On top of those numbers, the Porsche Cayenne configurator ad saw an average of 4.7 interactions on mobile and an incredible 7.7% click-thru rate on desktop, landing this unique activation directly in the winners' circle.

Contributors:

Associate Director, Strategy, PHD:	Hayley Morlock
Supervisor, Strategy:	Callie Dodd
Media Strategist, PHD:	Ana Pagan Garcia
Vice President, Marketing, Porsche:	Ayesha Coker
Director, Marketing Communications, Porsche:	Scott Baker
Content Strategy, Brand Marketing, Porsche:	Nasreen Qureshi
Digital Marketing Manager, Porsche:	Nnedike von Bergen
Content & Production Manager, Porsche:	Chandra Culpepper
Digital Marketing Specialist, Porsche:	Meagan Sabato

INFILLION

Location: United States