Addicted to Porsche
World-renowned, German sports car manufacturer, Porsche, launched its new campaign with neuroscientific research that reiterates its prestige.
The research claims that driving a Porsche can provide positive brain stimulus that is characteristic of addiction. It is alleged that this reaction is unique among Porsche drivers. In a previous campaign, driving in a Porsche was compared to other adrenaline rush-inducing experiences, such as flying in a fighter jet or facing a tiger. This addiction study is the latest in a series of experiments that position Porsche as a brand that is both uncommon and exceptional.
In cooperation with ACHTUNG! creative agency, Wefilm storytelling agency and Neurensics neuro-economic research and consulting firm, the Netherlands branch of the automobile brand released a short film and report for the campaign. The neurological research conducted by Prof Dr Victor Lamme at the University of Amsterdam follows 21 Porsche-drivers as they are shown short films of driving experiences in different cars, including Porsche, and several stimuli known for activating addictive behavior. Results indicate that the nucleus accumbens, the pleasure area in the brain, is stimulated as a positive emotion occurs in anticipation of driving a Porsche. “This suggests that a Porsche can be an addictive stimulus, you can potentially get addicted to driving a Porsche,” said Prof. Dr. Lamme.
A luxury car manufacturer, Porsche must constantly hone its brand image to ensure that its models are seen to be extraordinary, with the potential to elevate the lifestyle of the person who drives them. Addiction, which may be viewed as something dangerous and all-encompassing, is a risky association to bring to the business, yet it is one that fits well with Porsche's male-oriented and desirable brand persona.