Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 20 - Index

! ATTENTION!
CRAMER-KRASSELT /
CHICAGO
ROGUE BRANDS:
Porche:
Porsche is launching
two new integrated
marketing
campaigns via
its new agency
Cramer-Krasselt/
Chicago that zero in
on the very distinct
personalities of these two mid-engine models. They are not just
incredible sports cars. They have very different attitudes.
The Cayman “Shadow” campaign explores the “mischievous side”
of the company’s newest model line, highlighting its aggressive
performance features and using style and attitude to distinguish
it from other Porsche models. Using the tagline “Engineered
Mischief,” print and online executions feature the Cayman casting
a long, narrow shadow behind it that resembles a pitchfork. Copy
on one ad reads “Born with a silver pitchfork in its mouth.” The other
says “Uh-oh. Those voices in your head have engineers working for
them.”
Report To Your Nearest Ad Agency!
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The year is by no means over, but we at SCREEN thought the fall, with it’s changing colors and changing weather,
would be a great time of year to talk about the changes that have taken place in the advertising industry since the
beginning of 2008. Here, SCREEN highlights a few agencies that have taken on new clients and seen other types of
changes over the course of the year to date.
To portray the Porsche Boxster as the pure, authentic
roadster and differentiate it from the competition,
C-K leveraged the insight that there are exactly two
different types of roadsters – the Boxster and everyone
else. The “Vivid” campaign demonstrates this contrast
in a visual and impactful way, comparing “Roadster
Sun” to “Boxster Sun” and “Roadster Sky” to “Boxster
Sky” utilizing a simple “bright vs. bland” paint swatch
comparison and the tagline “The Boxster. Everything
Better.”
To promote its much-anticipated new 911, Porsche is
taking to the web to convey the promise of the car
and the design enhancements that have brought it
almost to life.
The new 911 is built to deliver an unparalleled car-driver
connection. Porsche and Cramer-Krasselt addressed
the marketing challenge of replicating this connection
online by developing a microsite that delivers as immersive an
experience as possible in the digital realm. The site showcases
the revolutionary features of the new 911 and even lets you draw
your own road and take one for a virtual test drive. Your unique
course can then be shared virally with friends, family and other car
enthusiasts.
Print advertising and interactive online banners also bring to
life the unique car-driver connection, featuring a beating heart
Porsche crest, DNA chains building the perfect car drive-train and
gears that replicate themselves like multiplying cells, with copy
that reads: “So evolved it’s almost alive. Connect with a car like
you’ve never experienced. Connect to the Core. The new 911.”
Sealy:
North America’s No. 1 bedding manufacturer, is debuting a new
integrated marketing campaign that highlights a universal human
truth: most of us aren’t getting enough sleep. In fact, on the whole,
many Americans are only getting just over six hours per night.
The campaign focuses on the idea “if you’re only going to get six
hours of sleep a night, get a Better Six.” Launching with national TV
on June 29th, the campaign introduces the newest lines of Sealy
Posturepedic® mattresses that are designed to eliminate tossing
and turning caused by uncomfortable pressure points.
“This is not just about a great mattress. This is about a common