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Porsche begins online video promotion for Macan

Automaker Porsche has begun a Canadian marketing initiative in support of its new Macan compact sport utility vehicle. The campaign, developed by Yield Branding of Toronto, consists of four online videos profiling Canadians who "embody the spirit" of the vehicle. They also focus on the design, engineering and performance of the vehicle. The videos will be posted weekly to Porsche's global Macan website.

The videos feature Phil White, co-founder Cervélo, DJ Misstress Barbara and John Keogh coach of Rowing Canada. A fourth video will depict the three driving the Macan at the ICAR racing circuit in Montreal.

"We wanted to find a new but still authentic way to tell the Porsche story to an emerging market segment," said Yield creative director Chris Torbay. "Our experience with Porsche allowed us to develop stories that would really make the content meaningful to our audience, and in a subtle way feel closer to the brand."

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