The Background
Iconic silhouettes, rich heritage, and an adoring community -much like Richmond- embody the intersection of history and modernity that defines Porsche. Euroclassics identity as a single-point, boutique dealership, required a unique approach. Through their eyes, we saw how these iconic cars were more than just vehicles; they were symbols of dreams, achievements, and the spirit of adventure.
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We challenged ourselves to create a campaign that emphasized Euroclassics unwavering dedication to their clientele and the Porsche brand. Together, we crafted a narrative that resonated with authenticity and heart, bridging the legacy of Porsche with the soul of Richmond. Through this journey, we not only honored the legacy of Porsche but also strengthened the bond between Euroclassics Porsche and the community it proudly serves.​
Project Type
Digital Ad Campaign
Traditional Ad Campaign
Social Storytelling
Film Production
Interviews
Copywriting
Photography
Organic Social Media Campaign
Creative Direction
The Creative
The
Story
At Newviews Productions, our strategic approach to storytelling drives our campaigns, highlighted in our success with the "Porsche River City Dream Drive" campaign. We understood the importance of showcasing authentic stories and the profound impact they can have on a brand's audience. For Euroclassics Porsche, we embarked on a campaign that went beyond conventional automotive marketing, and highlight their unique qualities as a single-point, individually owned dealership. Our tactic created a spotlight not only for the dealership itself, but also the relationships that tie the community and team to Porsche. We crafted a narrative around the aspirations and dreams that come with owning a Porsche, utilizing the Euroclassics team and community members own personal stories of how they came to love the brand. A branch of our campaign, "In the Driver's Seat" reinforced the bonds Euroclassics has to the community by spotlighting individual Porsche owners and their stories. As in every campaign, our marketing strategy seamlessly aligned with the goals of the dealership, by telling compelling narratives, generating meaningful engagement, and creating a lasting impact.
Creative Direction: Photography
In developing the creative direction for Euroclassics online presence, we wanted to highlight the lifestyle that accompanies owning a Porsche. We sought to emulate the unique personalized experience clients receive at Euroclassics through our digital campaign. By focusing on the Euroclassics team and the local Porsche community, we transformed the dealership's digital platforms into a vibrant hub for enthusiasts. Our goal was to make these platforms not just a marketplace, but a place where the Richmond community could engage, share, and celebrate their passion for Porsche.
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Our photography was focused on making content as bespoke as the cars themselves. “When I talked to LA about the direction we wanted to take the photos we tried to think about the nature of what being the mother of the bride was like. What we kept revisiting was, the idea of moving fast, so we tried to figure out how we could illustrate that through the photos. Not just the car moving, also the person. So we used a slow shutter to capture that. We wanted the car to be still in most of the shots to show Porsche reliability. Regardless of how fast things are moving in your life, the car, the Macan, is always there for you.” - Tyrone Nelson Jr, CEO. Through engaging community based content, expertly crafted graphics, and endearing interviews we were able to bring the alluring atmosphere of Porsche to our photography.
Creative Direction: Graphic Design
Porsche is iconic and time timeless just like their marketing. Our creative direction for graphic design in this campaign aimed to reflect the enduring appeal of the Porsche brand. Emulating the modernity and simplicity of modern Porsche marketing, we were able to put our own artistic spin on the typical Porsche designs. ​​Continuing to engage in community engagement focused content, our graphic on Sean Wotherspoon emphasized Porsches long-standing ties to the Richmond community. In this way, we were able to showcase Porsche's commitment to innovation while adding stimulating visuals to Euroclassics digital feed. Our dedication to crafting an enticing and engaging narrative is only further exemplified through our graphic design showcasing the history of Porsche.
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Short Form Storytelling
We leveraged our short-form content to create a sense of familiarity with the physical dealership and the Euroclassics team. To accomplish this, we focused our efforts on engaging narrative content that allowed us to feature Euroclassics' owner, Mark Cooke. By spotlighting Mark and his deep connection to the Richmond community, we inspired meaningful engagement that resonated with local Porsche enthusiasts.
The passion-driven stories shared by the Euroclassics team allowed us to nurture the emotional bond they share with their audience, transforming each interaction into a moment of connection. These narratives not only highlighted the personal experiences of the team but also celebrated the clients and the beauty of the dealership space. Through this approach, we showcased Euroclassics as more than just a dealership—it became a welcoming, community-driven space where dreams of owning a Porsche are realized.​​​​
Short Form Video
In our pursuit to elevate Euroclassics Porsche's online presence, we crafted dynamic short-form content that showcased the dealership and its stunning lineup of cars through engaging, cinematic editing. These dynamic videos allowed us to showcase the beauty of the dealership and their stunning lineup of cars. The strategic and modern editing style allowed us to captivate the audience with detail shots of individual vehicles. Our strategy combined compelling storytelling with alluring visuals entice the audience.
Our creative, on-trend approach not only highlighted the exceptional quality of the cars and the dealership but also positioned Euroclassics as a forward-thinking, digitally-savvy brand. Through fast-paced cuts, visually stunning transitions, and an artful blend of sound and motion, we brought the exhilarating experience of driving a Porsche to life. By capturing candid moments, intricate design details, and the overall vibe of the dealership, we created content that felt both authentic and aspirational.
The Results
Our Process
We understood the profound impact of digital engagement in today's world, though underutilized in the political sector. Our team devised a strategic social media plan tailored to the growing trends across the country and unique needs in Henrico County. Through curated content, targeted ad campaigns, and interactive posts, we aimed to not only amplify Misty's brand presence but also drive tangible results in political awareness. By leveraging analytics and real-time feedback, our efforts sought to transform virtual interactions into real-world votes on Election Day.
Regional Impact Through Community Storytelling
To ensure the regional impact of "Porsche River City Dream Drive" resonated deeply within local communities, we crafted an integrated experiential and traditional marketing proposal. This approach focused on engaging the local Porsche enthusiast community across RIchmond. Our proposal included mockups for billboards, magazines, and digital advertising. Our concept was to produce captivating visuals that featured local Porsche owners further cementing Euroclassics place in the community. We integrated the community through our "In the Driver's Seat" campaign. Allowing us to highlight Richmond, Porsche, and Euroclassics' commitment to the community.
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We further developed the bond between the Richmond community and the Euroclassics team by spotlighting individual members. By showcasing the Euroclassics teams' unique stories, combined with engaging visuals, we strengthened the emotional ties to the community. Our focus on digital engagement through community storytelling did not stop with local owners. We created #RiverCityDreamDrive to invite Porsche enthusiasts worldwide to share their love for the iconic brand. River City Dream Drive was about more than just aspirations or selling cars, it became a digital hub for local Porsche owners and the dealership to showcase their love for the brand.
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Regional Impact Through Experiential and Traditional Marketing
Our efforts included mockups for billboards, magazines, and digital advertising. Our concept was to produce captivating visuals that featured local Porsche owners further cementing Euroclassics place in the community. In parallel, we implemented a comprehensive digital marketing strategy that complemented these traditional assets. Our proposed comprehensive marketing strategy ensured tangible lead tracking through our digital platforms as well as community impact through traditional print marketing. ​
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This approach allowed us to measure the effectiveness of our campaign in real-time, providing valuable insights that helped drive engagement and generate leads. The combination of traditional and digital marketing efforts resulted in a powerful, cohesive campaign that amplified Euroclassics’ regional presence and solidified its reputation as a beloved local dealership.
