Porsche
Launch of the Cayenne in Latin America; Digital Transformation achieves 75% of the sales goal in 50% of the time
Porsche tapped GrupoUno Miami, where I was Managing Director, to launch the Cayenne in Latin America.
Using relevant consumer insights for that target:
- Shifted the advertising budget from 100% print to 100% digital reflecting how potential Porsche buyers preferred to read about cars.
- Created the “Cayenne Club Miami” to extend the brand experience and completely trump other luxury brands by providing the exclusive rental of a Cayenne S Turbo to Latin America Porsche-Club members traveling to Miami.
We achieved 75% of the year’s sales goals by the end of June.