Porsche Cayenne. Now that’s a spicy name. A name for a super-charged car perhaps? OK, so how do you feel when you drive a Porsche Cayenne? Canadian agency, Angry Butterfly, came up with a hot way to find out (and promote Porsche Cayenne test drives). Drivers were invited to a test drive on a Cayenne pepper farm to experience the new Cayenne’s features and performance. They were measured on a number of skills like slalom, hill climbs, and braking tests. Angry Butterfly also measured their biometric data, such as heart rate and facial recognition of their excitement. Each driver was then given a Scoville rating based on their performance (the spicier their drive, the spicier their sauce), calculated using a custom Cayenne algorithm. In other words: Data Taste-ualisation.

The participants, representing the younger, creative class target demo, received a customised bottle with their signature on it and their unique hot sauce inside. To incentivise further test drives, limited edition Cayenne hot sauces were available at Porsche centres, with 6 versions customised to 6 popular Cayenne trims.

“Driving the new Cayenne really is exciting, so we couldn’t encourage test drives in the same traditional way. We leaned into the name in order to express not only the impressive new features and performance (which are pretty ‘spicy’), but to convey the feeling this car gives you when you drive it – something that’s harder to demonstrate,” Erin Kawalecki, Partner & CCO, Angry Butterfly.

“Our entire team was excited to see this idea come to life. It’s a perfect blend of Porsche’s performance DNA combined with the Cayenne’s capabilities. Our agency partners really came together to create a one-of-a-kind experience that transitions perfectly to encourage test drives,” stated Jenny Tran, manager, marketing communications, Porsche Canada.

Credits:
Client: Porsche Canada
Agency: Angry Butterfly
Media: PHD
Production: Steak+Sizzle
PR: Conversation Agency
Performance Driving Consultant: Sports Driving Canada