Happy 75th Birthday Porsche - the Gift of Programmatic DOOH

Targeted DOOH drives impact for Porsche’s 75th anniversary.

Driving Awareness: Porsche New Zealand's Programmatic OOH Campaign

To celebrate its 75th anniversary in New Zealand, luxury car manufacturer Porsche partnered with Magnum and Vistar Media to launch a high-impact out-of-home (OOH) campaign. This milestone moment marked Porsche’s return to OOH advertising after several years away, this time embracing the precision and flexibility of programmatic technology.

By leveraging Vistar Media’s advanced platform, Porsche was able to reconnect with its audience across their daily journeys. The campaign strategically deployed ads across a mix of indoor and outdoor screens, including premium sites from JCDecaux, Lumo, Go, VMO, and Mediaworks positioning the brand at key consumer touchpoints throughout the day. These placements spanned billboards, office towers, and airports, ensuring maximum visibility in New Zealand’s largest cities.

Smart Targeting for Maximum Impact

Data-driven audience targeting played a central role in the campaign’s success. Porsche focused ad spend on a Foursquare audience of high-income earners and individuals living in affluent suburbs, specifically those with a propensity to visit luxury auto dealerships and golf courses. Airports were also included to capture a premium, mobile audience.

To further refine the campaign, Porsche used time-parting strategies, scheduling creative to appear during peak traffic hours, when their audience was most likely to be exposed.

Creative That Connected

To celebrate the anniversary in style, Porsche showcased bold creative that highlighted their 75th year in New Zealand. Creative rotations were used to maintain engagement, tailoring visuals with different vehicle colours and spotlighting specific dealerships for local relevance. The campaign also served as a soft launch for the new Porsche Cayenne range, directing Auckland-based customers to a pop-up car store experience.

Results That Delivered

With over 500,000 impressions delivered to the intended audience, the campaign proved highly successful in raising brand awareness and engaging a premium segment of the market.

“It was our first foray into programmatic DOOH, and even with a fairly modest budget, we managed to achieve great reach for our 75th anniversary campaign. We also used a variation of creative to launch the new Porsche Cayenne range and direct Auckland customers to our pop-up car store.”

Porsche’s campaign showcases how premium brands can use programmatic OOH to deliver targeted, creative, and memorable experiences... even on a lean budget.

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