Product strategy focused first on the re-designed 911 Carerra model only. The Boxster was launched as the new entry level model in 1996. The first stage of brand advertising used quiet humour to humanize the brand, and make Porsche ownership respectable in the eyes of everyone. The TV spots right were created by Goodby Silverstein & Partners.
Coyote provided market analysis, planned & executed major consumer & Dealer research, and created Canadian advertising in all major media. This set the stage for advertising’s second phase—creative targeting of those most likely and most able to buy a Porsche.