Launch of the Porsche Cayenne in Latin America
The launch plans I inherited were traditional in every sense of the word: lots of so-called "luxury" magazines, beauty picture, a "clever" line of copy.
In reviewing Porsche's objectives --which were to double the sales vs. the previous year-- we knew we could not follow traditional, cookie-cutter launches.
So we did three things which were radically different:
End result? By July 31st, we had met 75% of our unit goal.