Porsche, Acura to try TiVo showcases

Feb 24, 2003  •  Post A Comment

Auto marketers Porsche and Acura are poised to become the latest advertisers to mount long-form ad programs on TiVo’s personal TV service.
The deals, whereby each marketer will run a TiVo showcase over separate two-week periods, represent an accelerated drive by TiVo to lure marketers to experiment with opt-in, long-form advertising targeting its 510,000 subscribers.
The Porsche showcase, running March 13-27, will promote the Cayenne, the brand’s first-ever sport utility vehicle. Porsche broke advertising for the Cayenne in January but the luxury vehicle isn’t expected to go on sale until next month.
“We want to see how people react to this kind of advertising on a different medium. It’s a test,” said Kevin Nicholls, marketing communications manager, Porsche Cars North America.
American Honda Motor Co.’s Acura showcase is set for April 7-21.
Both advertisers sought exclusive category status for their showcase runs. Omnicom Group’s PHD, New York, handles media for Porsche, while Interpublic Group of Cos.’ Carmichael Lynch, Minneapolis, handles creative. Rubin Postaer, Santa Monica, Calif., handles Acura. The agencies and Acura declined to discuss showcase plans.
TiVo showcases come in four-minute increments and allow advertisers to experiment with requests for information and lead generation. For example, an advertiser can integrate its TiVo campaign with a national TV campaign via an iPreview tag. A marketer with a new product launch can electronically tag a 30-second spot.
The tag allows TiVo subscribers to see an icon indicating that there’s more content available about the product. Subscribers can choose to see more content by pausing the live broadcast, at which point they are brought into a branded showcase.