We must rethink our transport habits if we want to ensure a sustainable life on our planet for future generations. Car manufacturers are trying to reduce emissions in a variety of ways, so there are now a variety of hybrid cars. The goal is to have the electric cars offered by Porsche Hungária present in people's minds as a real alternative. The problem the lack of experience. People have a number of misconceptions about electric cars that prevent them from moving on. “There is no national charging network.” “I’m not going anywhere with it.” “I dont have 6-8 hours to recharge the car.” On the other hand, the truth is that in most places in Hungary there is a supercharger within a radius of 25, but not more than 50 kilometers. A mid-range electric car can be charged to 80% in 20-30 minutes with lightning. 90% of people do not travel more than 100 km a day. So our job is to break down these misconceptions. We use a simple tool known in behavioral economics and psychology: framing. Framing is nothing more than a decision-influencing technique whose essence is to make people see the same information differently than before because we give it a different context. Example: surgery in which you have a 90% chance of surviving surgery in which every 10th person dies (the two examples are mathematically identical). So we created a humorous, slightly provocative campaign to reach out to people who haven’t got their electric car in sight yet. We’re poking them with a campaign that focuses on showing who those who don’t have access to electric cars are. We said: "This ad isn't for you right now."
McKinsey Global Publishing
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