| Title | TESLA-TARGETING |
| Brand | PORSCHE |
| Product/Service | PORSCHE TAYCAN |
| Category |
A04. Connected Devices / Wearables |
|
Entrant
|
TBWA\ SWITZERLAND Zurich, SWITZERLAND
|
|
Idea Creation
|
TBWA\ SWITZERLAND Zurich, SWITZERLAND
|
|
Media Placement
|
TBWA\ SWITZERLAND Zurich, SWITZERLAND
|
Credits
| 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 |
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
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
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
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
We achieved over 27000 ad impressions amongst 20000 Teslas in Switzerland. The CTR was averagely 25x higher than the industry standard of 0.02%. And in Tessin even 1.64%, 82x above standard.