I love Porsche. I used to own a 1974 911 Targa (until I totaled it). Yet, every time I see one on the highway I always have a negative feeling about the driver, wondering what they might be compensating for.
I’ve often wondered about this inconsistency. How can I love the experience of driving a 911 while having a negative feeling when one passes by me? Is it jealousy? Or, is it Porsche’s historical antiseptic marketing which focused on the features and benefits of the 911. These ads have always been so disconnected with my own more visceral experience.
Things started to make sense last week when I noticed an article in Daily Research News Online about some new research that D/R Added Value just did. They asked consumers their view of Porsche 911 drivers; as might be expected, only 27% of respondents declared them to be ‘cool’. In contrast, 89% agreed that, if given an unexpected chance; they would love to drive one.
This explained a lot. While I might rationally dislike some elements of the Porsche brand, I have a deep emotional connection with the Porsche product. The article continued that Added Value was beginning to use neuroscience to explore how people subconsciously feel about brands. After thinking about my own feelings regarding Porsche, it seems like exploring the emotional connection people have with brands and products could give a fresh and deeper understanding to marketers.
To my surprise this deeper emotional connection is reflected in some new Porsche ads created by Carmichael Lynch which caught my eye on Room 116. I especially like the Speaking German and Right Foot spots. In fact, after seeing the Right Foot ad, my right foot started to feel a little heavy!
The spots are a great example of Porsche trying to be more customer-centric by connecting more deeply with the emotional essence of what it means to be a Porsche driver instead of continuing to be brand-centric and talk about the many features and benefits of their cars.