Never before has a Cayenne been so much Porsche. The Porsche-DNA is as tangible in the new SUV generation as never before – in design, performance and the optimisation of consumption- and efficiency-relevant features. Under the motto “To the point”, the company brought its new position literally TO THE POINT: a considerably more fuel-efficient sports car.

The agency’s task was to present this motto in a fascinating and exciting way: pure emotions – brought to the point for 1,600 dealers worldwide, top management and VIPs.

A representative Porsche survey (two weeks before and four weeks after the event) among the dealers yielded two significant results: (1) The belief in the Cayenne’s success – despite difficult times for SUVs – was significantly strengthened through the personal experience at the launch event.

(2) After the takeover battle between Volkswagen and Porsche, which had lasted almost a year, and the resignation of the longstanding “success guarantor” Wiedeking, the dealers who mostly represent more than one brand were ensured that Porsche will continue to be the “Platinum Chip” in their portfolio because of the personal contact with the management at the launch event (Volkswagen managers and sales manager Maier were present on both days). (Additional remark: The Cayenne has spurred on Porsche’s sales. May 2010 was the best May of all time; in June, the highest order figures in the company’s history were registered thanks to the Cayenne. Although the car ranks higher – also in terms of price – more Cayenne cars than VW Touareg or Audi Q7 were sold in June.)

The repositioning to the essentials, the situation of the automobile industry in general and of the Porsche Group after the takeover by Volkswagen had to be taken into consideration when developing the event concept. The motto of the integrated communication on the new Porsche Cayenne was “TO THE POINT.” The story of the dealership launch event took up this motto. It became the source of inspiration and the standard for all elements of the presentation and of the event. Also, the Porsche Factory in Leipzig- the birthplace of the Porsche Cayenne- was chosen as the event location.

The launch began with the “Expedition Cayenne”, a GPS rally on foot through the off-road area with geocaching. The highlight was the final launch presentation: the new Cayenne approached from a central point in the customer service centre, accompanied by a spectacular laser light and fireworks show. On the following day, the positioning of the Cayenne was brought to the point in an interactive workshop. The programme was rounded off by a test drive of the Cayenne, a factory tour, the presentation of the new Cayenne Design collection and the launch of the 911 GT2 RS and the 918 Spyder.