Late May saw Porsche launch a new campaign, called ‘I Am Athlete’, to promote the Porsche European Open 2019 in particular and its overarching commitment to golf in general.
The campaign, which is fronted by ambassador and US PGA Tour player Xander Schauffele and aims to focus on the new Cayenne Coupé as well as the European Open, is based on the idea that what unites a professional golfer and the new SUV is that they are both athletes.
The campaign, which was launched to leverage spiking golfing interest around the 2019 PGA Championship, revolves around the tagline ‘I Am Athlete’ and its message is that elite golf is a high-performance sport and the Cayenne Coupé is a full-blooded sports car.
The campaign is spearheaded by a hero 30-second spot which aims to underline that the highest performance can only be reached when you are always ready to go beyond limits.
The film, which features Schauffele training in the gym and on the course and using the Cayenne Coupé in his daily routine, leads a TV campaign kicking off in May and continues through until the Porsche European Open in early September.
The hero film debuted on the campaign website at https://porsche-golf.com/en/xander-schauffele/
As well as running on television in Germany, the spot will be used across digital and social media and is supported by print ads in Germany and OOH executions in and around Hamburg.
The 2019 European Open, which will be hosted in Hamburg (on the Porsche Nord Course of Green Eagle Golf Courses) between 5 and 8 September, marks the first time the American golfer – currently ranked number three in the FedEx Cup standings – will play the European Tour event.
“It was important for us to show that with Xander Schauffele and the Cayenne Coupé there are two absolute top athletes at the start. A nice point is that not only the Cayenne has Swabian roots, but also Xander,” commented Oliver Eidam, Head of Brand Partnerships & Sponsoring at Porsche AG.
“All the more we are delighted to win him as the face of the 2019 campaign and that he will play for the first time at the Porsche European Open in September – and thus for the first time ever in Germany.”
The campaign was created in Harness with an Octagon Germany team led by European creative director Josh Green, plus freelance creative director Kevin Howes, senior account manager Fritz Frank and client services VP Yoo-Jin Shin (production was also handled by Peoplegrapher).
Comment:
This work is first creative campaign of the car brand’s new lead sponsorship agency Octagon: the iconic German auto outfit appointed the Interpublic sports and entertainment agency in August 2018.
It was back in April 2015 that Porsche AG was unveiled as the title sponsor of the European Open: marking Porsche’s first title-sponsorship in professional golf.
The deal saw the German luxury sports car manufacturer pen a title partnership through tournament promoter 4sports & Entertainment AG (4SPORTS) to sponsor the € 2m tournament – part of the European Tour’s Race to Dubai.
Dominik Senn, CEO 4SPORTS and Tournament Director, said: “We are excited and honored to be partnering with a company like Porsche for the re-launch of the European Open. As a worldwide innovator and leader in automobile industry and premium brand, Porsche is the ideal partner for this prestigious golf event.”
At the time the deal was first announced, Porsche AG sales and marketing board member Bernhard Maier said: “We have been looking all over the world before entering into professional golf and in the end, as a sports car producer with a long tradition, we consciously decided in favour of the European Open. It is a classic with a moving history that bears the names of many golfing legends in its hall of fame. It is therefore a tournament with a heart and a soul that suits us particularly well. Above all, however, it is a tournament that enjoys an excellent reputation outside of Europe and promises golf at the very highest level.”
The Porsche European Open was position as an extension to the Porsche Golf Cup: a worldwide amateur tournament series intended exclusively for Porsche customers.
The objective is to use golf presents as a route to increase the loyalty of our existing customers, attract new target groups and strengthen the sporting core of our brand.
In addition to its category-relevant motorsport work, golf is one of Porsche’s twin sports marketing pillars – the other is tennis (Porsche is the title sponsor of the WTA Tennis Grand Prix).
Marketing in these two space dovetails into Porsche’s youth promotion and cultural engagement framework.
Links:
Porsche
https://porsche-golf.com/en/xander-schauffele/
https://www.youtube.com/user/Porsche
https://www.facebook.com/porsche
https://www.instagram.com/Porsche/
https://www.pinterest.com/porsche/
Octagon (Germany)
https://www.octagon.com/germany
Peoplegrapher.
Porsche European Open
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