Stuttgart. Dr. Ing. h.c. F. Porsche AG, Stuttgart has received another significant award for its brand communication. The teaser ad for the new 911 campaign was voted "Advert of the year 2004" by a panel comprising 100 marketing decision makers as part of the "Kontakter Client Award". The advert, designed by Porsche's long-serving agency Klaus E. Küster, was presented internationally in May 2004 on the occasion of the forthcoming launch of the new 911 generation. It showed a strong eagle that was meant to symbolize the dynamism and precision of the new 911.
The judges were therefore full of praise in their official statement, calling the advert "a stroke of genius, moving from product presentation towards the history surrounding the product", emphasizing Porsche's courage in refraining from an image of the product. Gerd E. Mäuser, Head of Marketing at Porsche AG, is thrilled that the sports car manufacturer was able to fend off competition in this vote from famous brands, which are notorious for innovative campaigns. According to Mäuser, "this outcome shows that you can still surprise people with a campaign where the layout has been left unchanged for more than ten years."
The "Kontakter Client Award" is presented once a year by Kontakter, a news service in the communication industry.
Note: The teaser ad is available in the Porsche press database under the internet address http://presse.porsche.de for downloading by accredited journalists.
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