The challenge
To mark its 75th year in New Zealand, luxury car manufacturer Porsche sought to reconnect with consumers through a high-impact awareness campaign. Having been absent from the out-of-home (OOH) space for several years, the brand needed a channel that could offer broad visibility with targeted precision.
Porsche partnered with Magnum and Vistar Media to activate a digital OOH programmatic campaign that would deliver awareness among the right audience at the right time, all while celebrating the brand’s legacy and launching its latest vehicle lineup.
The solution
A data-driven return to OOH with strategic timing and creative flexibility
Porsche’s goal was clear: maximize awareness during its anniversary while minimizing media waste. With support from Vistar Media, the brand used programmatic DOOH to reach affluent audiences in New Zealand’s largest cities across high-traffic locations and premium screen networks.
Targeted placements with national impact
Leveraging Vistar’s screen network, Porsche ran creative on both indoor and outdoor formats, including:
- Billboards in key urban corridors
- Airport screens, targeting high-frequency travelers
- Office towers, where affluent professionals spend their weekdays
Placements were distributed across multiple media partners—JCDecaux, Lumo, Go, VMO and MediaWorks—to ensure broad but efficient coverage.
Audience targeting that aligned with luxury buying behavior
Using Foursquare’s audience segments, Porsche targeted high-income earners and residents of affluent suburban neighborhoods. The campaign also prioritized individuals who regularly visited luxury auto dealerships and golf courses, adding layers of intent and relevance.
By also targeting airport environments, Porsche further increased exposure to frequent travelers, a demographic closely aligned with luxury vehicle buyers.
Smart time-parting for efficient exposure
To maximize campaign efficiency, Porsche implemented time-parting strategies that limited ad delivery to peak traffic hours. By aligning screen activation with high-traffic windows throughout the day, the campaign reduced media waste and ensured impressions were served when the target audience was most likely to be on the move.
Creative that honored the brand and connected locally
Celebrating the milestone anniversary meant the creative had to feel elevated and on-brand. Porsche used striking visuals and clean brand messaging to mark the 75th year of operation in New Zealand.
To keep the campaign fresh and relevant across markets, Porsche also:
- Rotated color variations to maintain visual interest
- Localized creative to highlight vehicles at specific dealerships
- Featured the new Porsche Cayenne range as part of the broader campaign push
The combination of heritage storytelling and new product promotion allowed Porsche to create brand affinity while directing consumers to retail opportunities—like the pop-up car store in Auckland.
The results
High engagement and meaningful impact
In just a few weeks, Porsche’s campaign delivered:
- 500,000+ impressions to a strategically curated luxury audience
- Increased awareness around Porsche’s 75th anniversary
- Targeted visibility for the new Porsche Cayenne launch
- Increased local engagement in Auckland via the pop-up dealership experience
Despite operating on a modest budget, the brand achieved broad reach and campaign relevance thanks to the efficiency and precision of programmatic DOOH.
It was our first foray into programmatic DOOH and even with a fairly modest budget we managed to achieve great reach for our 75th year anniversary campaign and utilise a variation of creative to also launch the new Porsche Cayenne range and direct Auckland customers to our pop-up car store.
Caitlin Ryan
Marketing Manager, Porsche New Zealand
The takeaway
Porsche’s return to OOH proved that precision and creativity can coexist in high-performance campaigns. By leveraging data, strategic placements and contextual creative, the brand delivered a campaign that honored its heritage while accelerating visibility for its future.
With Vistar Media’s support, Porsche turned a milestone moment into a measurable marketing win, reaching luxury buyers where and when it mattered most.
Want to reach premium audiences with precision and purpose?
Vistar Media helps brands like Porsche use programmatic DOOH to drive awareness and impact in real-world environments. Contact us to discover how we can help you activate a smarter out-of-home campaign.
