ph supported Porsche in elevating the customer ownership experience across the dealer network to consistently meet premium brand service expectations.

Porsche is a brand that creates emotional connections with its customers. Its ambition was to extend that emotional experience beyond purchase and throughout the entire ownership experience, ensuring that service customers receive the standard of care they are used to from their sales experience. This would be supported by a new creative concept and consistent messaging.

The creative concept we delivered was “Passion for perfection” – based on the idea that Porsches are designed to be perfect, so the service experience should be too. We initially brought this concept to life with a brand film that benchmarks the standard of service Porsche offers at its centres, with the customer as its star. We also created stunning, distinctive parts photography to be applied across all Service by Porsche communications. We then supported the concept with print and digital assets including dealer implementation guide, launch wallet, customer brochure, business cards, appointment confirmation, appointment reminder, confirmation and thank-you messages, and reminder messages. Through a phased approach, we moved from homogenous customer communications to personalised communications where the assets sent to every customer reflect their vehicle model, lifestyle and preferences.

The Porsche ownership experience sub-brand now enjoys a raised profile, and is associated with the same calibre of experience as the master brand. The new concept not only demonstrates the brand’s commitment to best-in-class principles, but reinforces it at every touchpoint.