Man Vs. Machine
- Brand
- Porsche
- Year
- 2019
- Objective
- Product Launch
- Industry
- Automotive
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Superhero Cheesecake
Objective
Ahead of the Taycan launch, Porsche Nederland needed to kill the idea that electric power and Porsche don't mix — to show that going electric was a competitive upgrade, not a compromise. The pitch targeted Porsche owners and entrepreneurs with a competitive streak, reframing the usual talk of speed and sharpness into a direct personal dare: are you ready for an electric Taycan? Collecting qualified leads for real test-drive invitations was the second, more practical goal.
Solution
On the mobile site taycan.porsche.nl, players went head-to-head with a self-learning robot across three short challenges modeled on the training drills used by Formula 1 drivers and fighter pilots: one testing focus, one testing balance and spatial awareness, one testing reaction speed. Each round pitted the player's live performance directly against the robot's, and because the robot kept getting better with every game played, beating it grew harder over time. After the three rounds, players entered their contact details to post their score to a leaderboard, where they could compare themselves to the robot, other participants, and racing driver Mark Webber. The three highest overall scores won a personal Porsche Advanced Driver Training session in a real Taycan.
- 1
A mobile pre-roll or banner challenges the viewer to prove they're ready for the electric Taycan; tapping it opens the campaign.
- 2
The mobile site invites a head-to-head match against a self-learning robot to test speed, precision, and agility.
- 3
Players pick from three minigames — one for focus, one for balance and spatial awareness, one for reaction speed — each modeled on Formula 1 and fighter-pilot training drills and tied to a specific Taycan trait the site calls out; each round runs on the phone's own sensors and input rather than a simple on-screen tap.
- 4
In every round the opponent is a robot whose score the player must beat; the robot learns over time, so it gets harder to top as the campaign runs.
- 5
After a run, the player submits the score to the dashboard and leaves contact details to have it counted.
- 6
A leaderboard ranks the player against the robot, other participants, and racing driver Mark Webber.
- 7
Players can return and replay to climb the leaderboard; entries close on December 1, 2019 at 23:59.
- 8
The three top scorers win a one-on-one Porsche Advanced Driver Training session with a certified instructor on an actual Taycan, and Porsche follows up with promising participants to invite them to a test drive.
