Tasked to create a campaign about a standard product that is specifically relevant to a U.S. based sub-culture. We chose Porsche in hopes to extend the luxury brand to a new market: retired, gay men.
Our idea: Porsche Pride.
PORSCHE PRIDE CLUB
Prints ads will drive our target audience to the Porsche Pride microsite, where they can be introduced to our Porsche Pride Club. This club offers a limited edition rainbow keychain, but also access to a network of fellow Porsche owning individuals that aligns with the brand.
The microsite will include a Pride Gallery for Porsche Pride Club members to upload photos of themselves to to a greater global network. These photos will highlight owners' trips taken with their Porsche. Users will return to to the site to meet new members, share experiences, and pin destinations.