Porsche trust campaign
During the historic year 2016, Palmer Hargreaves developed the concept and communication for the Porsche “Service Proposition” , positioning Porsche Centres as the automatic choice and natural point of contact for every Porsche owners After Sales needs.
And this propositioning is aimed to provide the umbrella, and justification, for all internal & external programmes and processes aimed at delivering “best-in-class” After Sales services.
The After Sales brand campaign was launched in various phases. Stage 1 - internal and external target “What is the Porsche service brand?” introducing Porsche service brand propositioning, establish customer awareness, the communication tone is professional. Stage 2 - bring the customer experience to life, the communication tone is warm and customer oriented. The brand slogan “ Porsche Service. Performance Maintained”, reinforcing the message that Porsche Service is an integral part of the overall Porsche brand, which customers know and have invested in. With Porsche Service our customers’ Porsche will remain 100% Porsche.
Developed as an ongoing integrated campaign, the online to offline assets covered; brand video, key visual, campaign minisite, social media, POS, dealer launch and internal communications. To keep the service brand communication alive, improve customer awareness, drive customer loyalty and create familiarity about Porsche service philosophy a series of ‘Trust Campaign’ events were developed and delivered across the entire Porsche China network, from 2016 – 2020.