Truth, Lies, and Advertising: The Art of Account Planning by Jon Steel

Author:Jon Steel [Steel, Jon]
Language: eng
Format: epub, mobi
Published: 2008-09-05T14:00:00+00:00

Then they start to enjoy themselves.

I give three examples of variations on this technique in action, all in the context of developing a new campaign for Porsche in 1993, which helped not only to extract some very important information, but also to open up creative opportunities.

By way of brief background, Porsche had seen a precipitous decline in sales in the United States over the previous fewyears. In 1986, the company had sold over 30,000 cars in the United States, but by 1993 that figure had dropped below 4,000. The decline was in part due to a change in model lineup (Porsche had discontinued the cheaper 924 model that had been part of the mix in the record year in 1986), but also to a combination of price increases (an average increase of 117 percent between 1989 and 1993) and recession that had put a Porsche beyond the reach of many who might otherwise have bought one. In addition, Porsche had also done a lot of research that suggested their brand had lost some of its appeal. It was an eighties car, a symbol of greed and conspicuous consumption that time had simply passed by.

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