2. The Tesla Model S is the world’s first premium electric sedan.
Their challenge is educating consumers about radically new products in a familiar
category, while establishing a brand identity.
Tesla: The World’s Most Innovative Car, That Few About ... Yet
•
3. What People Who Do Know About Tesla Are Saying...
The Blogosphere
The Social Space
The Conversation around Telsa
Motors is overwhelmingly positive,
but it needs to happen more often.
People describe Telsa with excitement and optimism.
Tesla is a fantasy car.
4. These People Should Be Talking...
Tech-Savvy, Environmentally Conscious A25-44.
6. Buying a car is an emotionally driven purchase that people find a rational
justification for. It is a high involvement purchase because buying a car is, for
most people, the second largest purchase they make after purchasing a home.
It is not an impulse buy.
Car Buying is an Emotional Journey
In the U.S., the car someone drives is tied to their identity. So it is something
people care deeply about. This is why people want “distinctive” cars. When
someone drives a Tesla, it says that they are intelligent, open minded, and
altruistic.
7. Social media is the key touch-point in raising awareness for cars. Telsa needs
to start a conversation with consumers.
This Is The Journey...
The messaging must start out appealing to emotion and then appeal more to
reason as consumers move into the consideration and purchase stages of the
journey.
8. This Is The Journey...
Once Telsa has made the consideration set. The key touch-points will be
search engines, the Tesla website and the showroom. Sites featuring online
reviews are secondary but pivotal.
9. This Is The Journey...
Positive customer/ownership experiences with Telsa will be vital to the
survival of the brand. Telsa needs to build a community of evangelists to
solidify their presence in the marketplace.
10. Awareness Consideration Purchase Loyalty
Doing
Thinking
Feeling
• An electric car would be good for
the environment.
• I like the design of the Tesla.
• I should look this car up.
• This is a rolling proclamation that I
am a futurist.
• It’s like something Marty McFly
would have brought back from the
future.
• This would get me a lot of attention,
especially from the opposite sex.
• This would be fun to drive.
• How does the Telsa compare to it’s
competitors in terms of safety, perfor-
mance and economic sense?
• Is an electric car really a good invest-
ment?
• How practical is the Tesla?
• I can trust the advice of consumer
advocacy groups, non-biased auto
review sites and word of mouth.
• Which car in my consideration set
looks the coolest?
• Which car will make me look the
best to others?
• The purchasing process is straight
forward.
• Is the website secure?
• No one is answering the costumer
service line, how will I get my ques-
tions answered?
• Frustrated that my car will take so
long to arrive, but like the customi-
zation.
• Wish I could experience the feeling
of driving off the lot in a new car.
• The customization makes me feel
special.
• I am still apprehensive about making
such a large purchase online.
• I can’t wait to show off my new car.
• I am glad to get rid of the hassle of
oil changes.
• Will I return the car at the 36-39
month mark of my finance plan?
• Plugging the car in everyday is a
hassle, but I am glad I don’t have to
stop for gas anymore?
• Where can I find a charging station
on the road?
• So many people have asked me
about my car. I love the attention.
• Having an electric car makes me
feel good about myself for being an
environmentalist.
• Telling people about my futurist car
makes me feel intelligent.
• People know I am rich.
• Build a relationship with consumers
and establish a loyal community.
• Establish a brand identity.
• Interactive transmedia campaign
with TV, social media, and display.
- Facebook, Instagram, high profile
cable and broadcast, tech-centric
sites like Wired and Mashables.
• Product placement in movies.
• Tablet friendly sales app people can
bring to competitor’s showrooms.
• Test drive events and pop up stores.
• Autoblogs, car magazines (online,
offline), consumer reports, Influencer
marketing.
• SEO and homepage takeovers.
• Offer more accessible costumer
service options.
• Offer more design studio features.
• Establish a community of“Telsa
People”.
• Extra owner app feature like IM-
ing with customer service reps and
playlists.
• Partnership with charger station
sites like plugshare.com and
carstations.com
Opportunities
Channels To
Target
Visiting showrooms
Talking to
friends
Search engines,
Company websites Blogs
Reviews
Surfing the web
Using social
media
Watching TV
Using the app Talking to friends
Using
social
media
Calling
customer
service
Maintenance
Charging
Calling customer service
with questions
Going to
the Tesla
site
Contacting
bank
This is the Map of The Journey
11. The Brief (Emotional Message)
The Awareness and Loyalty Phase of the Consumer Journey
Background:
Tesla is the world’s first luxury electric car.
Challenge:
Raising awareness for Tesla.
Audience:
Tech-Savvy, environmentally conscious A25-44 with an HHI of $100K+.
Insight:
Now matter how old people get, they always long for the optimism and fantasy of their
childhood.
Strategy:
Telsa takes people back to the future (their childhood vision of the future).
KPI:
Raise unaided brand awareness by 25%YOY.
Thought Starters:
In order to stand out in an cluttered category, the campaign should tell one cohesive story
across all elements and engage consumers in a two way conversation.
An Appeal to Emotion...
12. The Brief (Rational Message)
The Consideration and Purchase Phase of the Consumer Journey
Background:
Tesla is the world’s first luxury electric car.
Challenge:
Raise Awareness for Tesla.
Audience:
Tech-Savvy, environmentally conscious A25-44 with an HHI of $100K+.
Insight:
People need to justify emotional decisions.
Strategy:
Telsa is the ideal car.
RTB:
• Consumer Reports calls the Model S the best car it has ever tested.
• It is good for the environment.
• You save on maintenance, and fuel costs.
• You can charge from anywhere, so long trips are possible.
KPI:
Increase sales by 25%YOY.
Thought Starters:
Since Telsa is a new product in an old category. The RTBs could come to life by disrupting
traditional elements (ex. a solar panel print ad that charges a cell phone to convey that the
car is good for the environment.).
An Appeal to Reason...
