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Written Assignment Week 6

A social media Advertisement

Department of Business Administration, University of the People

BUS 5112-01 Marketing Management

Dr. Pragya Harsha

October 12, 2022

The Heist

The advertisement I will be discussing for the sake of this assignment is called “The

Heist”. The Heist features an all-star cast of German cars featured in the Porsche Museum in

Stuttgart. The film's chase scenes take place through the Black Forest and Heppenheim, on

the backroads of Germany's second largest city, Heidelberg. The Heist also features Porsche

vehicles from other parts of the world including those at Porsche's global headquarters in

Stuttgart.

The ad story provides a glimpse into the iconic Porsche cars through their design. All

share the same love for sports cars with a soul. This includes the new all-electric Taycan. The

ad is posted on YouTube (The Heist, 2020).

The telling of the tale began during the second quarter of the 2020 Superbowl. I

believe this was a fantastic showcase of the legacy that 70+ years of racing history has to

offer from the iconic company it pertains to (USA TODAY AD METER - “THE HEIST”,

n.d.).

I believe the company effectively provides a heart-racing emotional ride with their ad

content. Their superb handling of this venture enthralls the viewer as the protagonist drives

away in a completely new electric Porsche. This ad revolves around the car in motion, and

showcases everything the vehicle has to offer. It incorporates a compelling storyline and an

effective ending twist that persuades viewers that the new electrical car steals you. It doesn’t

merely list every single aspect of the vehicle; instead, it shows people going on adventures in

their new electric ride.

Porsche’s racing history makes this car a clear choice for who their ad is targeting.

Their cars always incorporate the latest technological advances inspired by racing. These

innovations enter everyday life through Porsche’s vehicles. Porsche wanted to remind
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viewers of their rich history by using all the cars in their ad. This helped them connect with

the target audience, which was someone with enough money to afford a sports car like the

one in the commercial. They decided to make a mini film with their ad so that target

consumers could see themselves driving around on electric power. Porsche wanted their next

chapter to be shown by people seeing themselves behind the wheel zooming around in silence

and speed.

I don't think the creator of this ad intended it to go viral on social media. The fact that

they spent a lot of money to air during the big game doesn’t support this hypothesis. My

guess is that they wanted this ad to be placed in front of 99.9 million people. (USA TODAY

AD METER - “THE HEIST”, n.d.). Because of this, when displayed on a consumer's

timeline or video loads, this ad format is considered one that many people enjoy. Because it’s

force-fed or auto-played, consumers are more motivated to share it than an average boring ad.

This ad is best suited for B2C sales: targeting people who are looking up electric cars.

I recommend running this ad across any vehicles by any of the major players in the space.

Additionally, I recommend using this for any sales-minded consumers who seek out fast

electric cars.

It has been proven that videos shared via social media channels have a 7x higher

chance of being viewed by a target audience (Sociabble, 2020). This leads me to believe that

people would be interested in seeing videos from dealerships or tourist attractions. If people

found my video on their feeds, they might forward it to their significant other or other spouse.

This could lead to an additional salesperson at the dealership trying out cars and possibly

even purchasing one.

As a last resort, I choose to use my channels for social media testimonials for this

case.
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High-end car companies and luxury watch companies frequently interest people who

love cars and watches. Therefore, when targeting these specific companies’ followers, my

advertisement would be more likely to succeed. I could also choose to focus on people who

are interested in driving clubs or racing clubs. They would have the necessary income to

afford a vehicle like the one featured in my advert. Additionally, I would target the audience

of LinkedIn in particular the executives as they would afford to purchase this type of vehicle.
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References

Battaglio, S. (2020, February 3). Super Bowl 2020 scores 99.9 million viewers with Chiefs

comeback. Los Angeles Times. Retrieved October 12, 2022 from

https://www.latimes.com/entertainment-arts/business/story/2020-02-03/super-bowl-

2020-scores-99-9-million-tv-viewers-with-chiefs-comeback#:%7E:text=Super

%20Bowl%202020%20scores%2099.9%20million%20TV%20viewers%20with

%20Chiefs%20comeback

The Heist. (2020, Jan 25). Porsche “The Heist” Official Big Game Commercial 2020 -

Extended Cut [Video]. YouTube. https://youtu.be/92sXWVxRr0g

Sociabble. (2020, September 22). 10 Stats that Prove the Impact of Employee Advocacy.

Retrieved October 12, 2022 from https://www.sociabble.com/blog/10-stats-impact-

employee-advocacy/

USA TODAY AD METER - “THE HEIST.”. (n.d.). USA TODAY. Retrieved October 12,

2022 from https://admeter.usatoday.com/commercials/the-heist/