TESLA-TARGETING

TitleTESLA-TARGETING
BrandPORSCHE
Product/ServicePORSCHE TAYCAN
Category C03. Data-Driven Targeting
Entrant TBWA\ SWITZERLAND Zurich, SWITZERLAND
Idea Creation TBWA\ SWITZERLAND Zurich, SWITZERLAND
Media Placement TBWA\ SWITZERLAND Zurich, SWITZERLAND
Credits
Name Company Position
Isabelle Benz TBWA\Switzerland AG Art Director
Lisa Bolte TBWA\Switzerland Copywriter
Angelo Sciullo TBWA\Switzerland AG Creative Director
Manuel Wenzel TBWA Switzerland AG Executive Creative Director
Nadja Stickl TBWA\Switzerland AG Group Account Director
Danijel Sljivo TBWA\Switzerland Business Director

Why is this work relevant for Media?

This work brings targeting to another level, since we used the particularly unique bookable screensize of Teslas and added more filters like their operating system to really only detect and reach Tesla drivers. And adress with them with our tailormade message for them.

Background

Switzerland amongst the top 5 countries regarding the densities of Porsche. But when it comes to electric cars, the Swiss still prefer Tesla. Also on a very high density looking at it in front of a global perspective. Our brief and objective was to steal market shares from the only competitor in the E-Sportscar-Segment that Porsche has - Tesla.

Describe the creative idea / insights (30% of vote)

The idea is developed from a technological-insight: the screens used in Teslas have are xy inch big. But only xy% can be used as an adspace for banners. This creates a unique size & format that, together with detecting their operating system, enabled us to know exactly, that our ad would only be seen by Tesla-Drivers. And only for them our message was crafted as well.

Describe the strategy (20% of vote)

Our only target audience were Tesla-Drivers. With 1.9% total market share (electric, gasoline, hybrid) and a market share within electric cars of 50%, Tesla is the brand to beat in Switzerland. It's the most sold electric car in Switzerland. Especially when it comes to Sportcars, Tesla is perceived the only competitor for the Porsche Taycan. Our mediaplanning focused literally only on them as our main competitor.

Describe the execution (20% of vote)

We implemented this campaign between 01.09.2021 and 30.09.2021 and it only ran directly in Tesla-Cars on Tesla-Screens adressing only Tesla drivers. On purpose. We only invested 10000 CHF.

List the results (30% of vote)

Within week 1 our campaign more than doubled the CTR industry-standard of Automotive display-banners. (0.02%) and landed on a nationwide average of 0.49% (25 times more clicks). If you look at the italian part of Switzerland we even achieved a CTR of 1.64%, which is more 400% higher than the industry standard. In the following 3 weeks we kept on beating the industry standard always by minimum 200%.

Describe the use of data, or how the data enhanced the campaign output

Tesla has 1.9% total market share (electric, gasoline, hybrid) and a market share within electric cars of 50% in Switzerland. But the real data we used is the screensizes of Teslas (12 and 17 inch) and combined it with their unique OS. By doing so we were able to play out ads with a tailormade message ONLY in Teslas!