The E-JOLT

Imagine a cup of coffee so strong you need to sign a waiver. This is precisely what C-K and Porsche planned for unsuspecting coffee drinkers at a café near one of the brand's North American Experience Centers.

Customers at the Green Door Café, who ordered the mysterious "E-Jolt" drink from the menu got much more than coffee. First, there was signing the waiver ("waivers for coffee are the hip new thing") and then, in addition to a cup of caffeine, they were whisked away to the Experience Center where a professional Porsche race driver treated them to a high-voltage spin in the brand new Panamera Turbo S E-Hybrid.

Why?

Hybrid engines are considered "good" technology thanks to their ecological benefits, but they're not known for much else. No one thinks hybrids are "fun" or "exhilarating". And those two notions are central to the Porsche brand. In order to successfully launch our new hybrid car, we needed to shake up perceptions in an innovative way. This activation did exactly that, by unknowingly swapping their morning coffee with an eye-opening, exclusively Porsche, experience.