Porsche campaign proves addictiveness with scientific paper
For its next brand campaign, Porsche chooses an uncommon way to show the difference in emotional response of driving in a Porsche compared to an average car. With the help of neuroscientific research, Porsche shows that driving a Porsche gives our brains a stimulus that is characteristic of addiction.
Wednesday, March 30, 2016 —
For decades, Porsche has been building uncommon cars for uncommon people. People who do not simply want a car to get from A to B, but who want every drive to be something special. What makes driving a Porsche exceptional? In a continuation of Porsche’s brand campaign, ACHTUNG!, WeFilm and Neurensics set out to capture this visceral, intangible feeling of driving a Porsche and to find out whether the emotional reaction to a Porsche can be addictive.
In a neurological research, performed by Prof. Dr. Victor Lamme from the faculty of Cognitive Neuroscience at the University of Amsterdam, 21 Porsche-drivers were shown short films of a similar driving experience in different cars, including Porsche. They were also shown several stimuli known for activating addictive behavior. The results indicate that the positive emotion that occurs when seeing a Porsche stimulates the Nucleus Accumbens, the pleasure area in our brain.
Driving in a Porsche causes brain activity that is characteristic of addiction. Compared to other cars, the anticipation of driving a Porsche stimulates a positive emotion in the test subjects’ brain. “This suggests that a Porsche can be an addictive stimulus, you can potentially get addicted to driving a Porsche” said Prof. Dr. Lamme.
In a previous campaign by ACHTUNG!, a drive in a Porsche was compared to other adrenaline rushing experiences like flying in a fighter jet or facing a tiger. The addiction study is the latest in a series of experiments with the goal of quantifying what precisely makes Porsche Uncommon.
Prof. Dr. Victor Lamme: “What makes this study interesting, is that we examined the experience of a specific product. From those results we investigate in how far that experience is addictive. That is what makes this study unique.”