Comparative Advertising… with a Twist (Mini vs. Porsche)
What if you compare yourself with another product and you loose? What if this is the strategy?
Well, it all depends on what you compare to:
And they did loose:
A closer look reveals the desired claim - is it worth to pay 30,000$/extra second? And the whole campaign IS on equity…
Interestingly, in the meantime, Porsche is doing this:
… I’ve read about the strategy and visited the url in the billboard. This is probably part of a sensible plan of stressing the practicality of Porsches (relative to their category, of course), their cars being fit both for track and for going to work, being both performant and economical. Although I do understand this and I bet there’s a consumer insight behind (consumers wanting one car only, good for everything), I find the billboard would hardly express all these…
Interestingly, both Mini & Porsche are talking about value…
