Case Study
Porsche IAB Sidekick
Case
Background
Porsche is a
world-famous luxury
sports car brand,
instantly associated
with supreme
automotive design.
A key contributor to
the company’s
success is that quality
and design play as
important a role as
volume and market
share. Supreme ride
smoothness,
excellent
performance and
unrivalled levels of
interior equipment,
make these cars the
equivalent of sitting
in first class.
Porsche, the German luxury carmaker, knows
how to launch ad campaigns that increase
viewers’ heart rates and arouse jealousy.
To present its new Panamera range to the Norwegian market,
the company chose an IAB Sidekick format with an integrated
video, and achieved excellent engagement.
CASE
SETUP
In 2006, Porsche
become the largest
shareholder in the
much larger
manufacturer
Volkswagen, with
whom it already had
long-established
historical ties.
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Case Study
Porsche IAB Sidekick
Challenges
Porsche’s dedication to providing a fantastic
driving experience shines through with its new
Panamera model.
The range was designed to seat four people comfortably while
still feeling like a sports car. Porsche needed the right strategy to
inform potential customers about its creature.
Typical clients for luxury cars like to think of themselves, not just
as people of wealth, but of taste and refinement, too. For this
reason, shallow marketing gimmickry may turn them off. To
entice prospects, Porsche was looking for a more subtle form of
marketing.
The online presence is another consideration for prestige
brands. Purchasers of luxury goods need time to consider. They
are not seduced by discounts, they prefer one-to-one
relationships and they like to feel selected. The Internet’s role,
therefore, is to serve as a great information channel and a
powerful branding tool.
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Case Study
Porsche IAB Sidekick
The
Solution
Porsche, following the advice of Ko&Co, embraced
an IAB Sidekick format to display its advertising
message.
Information on the MPU banner gave the price of the Panamera
as well as the date when it would be available at the local
dealers. Those interested could then click on a button
underneath, kick the initial site to the right and watch the
commercial video.
The goal of the campaign was to get potential clients to sign up
as leads, so that the employees of Porsche could contact them,
set up an appointment, and offer a test-drive.
The IAB Sidekick format, which is one of the Rising Stars ad units,
lets the advertiser have better control of the campaign
environment, get the complete focus of users, and reduce noise
and competition on the sites where the ad was exposed.
The format was a suitable tool to grab users’ attention in an
unintrusive way. It is a so-called, polite banner, which expands
sideward only when it is clicked on, and pushes the original site
to the left.
Mostly used to expose video content, the success of the IAB
Sidekick is measured primarily via engagement metrics.
Click here to see the Porsche Panamera execution.
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2
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Case Study
Porsche IAB Sidekick
The
Results
15x 2x 55%
higher engagement
rate
longer engagement
time
watched the video
until the end
Compared to the Rich Media benchmarks, the Porsche
Panamera campaign received some serious attention from the
online audience.
ENGAGEMENT RATE (%)
The engagement rate hit 26.6%, which was more than twice the
average for Rich Media campaigns and more than 15 times the
average for standard ads in Q3 2013.
30%
25%
20%
15%
10%
5%
0%
Avg. Standard
Banners
(2013 Q3)
Avg. Rich Media
(2013 Q3)
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Porsche
Campaign
5
Case Study
Porsche IAB Sidekick
ENGAGEMENT TIME (SEC)
The average engagement time reached 19 seconds, which was
almost twice as long as the average for Rich Media campaigns
in Q3 2013.
20
15
10
5
0
Porsche
Campaign
Avg. Rich Media
(2013 Q3)
EVENTS OF VIDEO PLAYS (%)
Of visitors who started the Porsche Panamera video ad, 55%
watched it until the very end.
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Watched
25%
Watched
50%
Watched
75%
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Watched
100%
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Case Study
Porsche IAB Sidekick
Conclusion
By embracing the Rich Media IAB Sidekick format, the
Porsche Panamera campaign received great visibility and
attention from the Norwegian audience in a non-disruptive
way.
The engagement rate (26.6%) and time (19 seconds) were
more than twice the average for Rich Media campaigns,
while more than half of all visitors who started the
promotional video, watched all of it.
An online presence is a brilliant tool for luxury brands to
spotlight their new products to current as well as prospective
customers.
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