Coffee lovers were in for a unique treat when Porsche decided to introduce their new hybrid in a fun way. The "E-Jolt" was a specialty coffee that could be ordered at a coffee shop in Carson. The coffee barista offered customers a chance to try the new drink that was incredibly powerful and exciting. The only twist was that they would have to sign a waiver. If I were one of these customers I would be taken aback - why would I ever need a waiver for a coffee?
Those who ordered the E-Jolt were greeted outside the shop with a brand new hybrid Porsche. And not only that, they got to take a thrill ride through a course in the Porsche experience center. The video for this campaign states:
The E-JOLT. Its potency isn’t measured in milligrams. Its effects may never fully wear off. And the mere sight of it will send an absurd amount of adrenaline coursing through your veins. Sounds a little crazy, doesn’t it? The best things often are.
Although car advertisements are generally all the same, I thought that Porsche did a really good job at identifying potential customers and catering to them. Coffee drinkers almost always get coffee for a pick-me-up so what better way to wake them up? The objective of the campaign was to introduce this new model to a set of customers that seek adventure. Often times, hybrid cars a viewed as slower and not stylish. But with the Porsche hybrid you can still get the speed you need with the look of the brand. Although I probably won't be purchasing a Porsche any time soon, I can definitely say that this campaign showed the product and advertised it in a clever and fun way. People who got to take a ride in the car will remember this campaign for years to come.
So who actually needs coffee when you can get all the same effects from a Porsche? Watch the campaign here: