Tesla Motors
Client
Tesla is a vertically integrated energy and transportation company dedicated to shifting the world away from fossil fuels through the design and manufacture of a complete ecosystem of sustainable products. Headquartered in Austin, Texas, the organization operates on a global scale with six "Gigafactories" across three continents and a workforce of over 100,000 employees.
Tesla’s core mission is to accelerate the world’s transition to sustainable energy. Unlike traditional automakers, Tesla views its purpose through a broader environmental lens, aiming to "build a world of amazing abundance" by creating systems that are massively scalable.
Process
The test drive experience and user testimonials remain Tesla’s main and most effective form of marketing.
Tesla needed to create new touchpoints that fulfill the emotional and informational needs of the prospect ahead of the test drive to ensure attendance. Specific information about the test drive will reduce uncertainty and solidify a prospects commitment. Creative and experiential video, photos, and writing will inspire, and emotionally motivate people to make it to their test drive. The more people that are aware of, sign up for, participate in, and remember their test drive, the more Tesla sells.
The informational appeal: “Here are some things to expect. This is how it works, and this is how you’ll benefit. You will learn these things, see how everything works, with these practical details.”
The emotional appeal: “You are going to be a part of a select group of people who have had this uniquely visceral technology experience. In some ways it will feel like home. In others, like a time machine.”
Double Black
Project
Three Months. Ten Cities. Dual Motors.
Tesla established itself as a performance brand from the beginning. But when it came to the demands of winter, potential customers from Washington to New York, and as far as Norway had some skepticism towards this company based in sunny California. Never a company of half measures, Tesla responded not just with a weather-capable car, but perhaps the fastest, most responsive all-wheel drive system in the world. You simply had to try it — in the snow — to believe it.
Test Drive
The Personal Touch: Customer Stories
For California-based Tesla—and Elon Musk’s flagship all-electric Model S—the benefits as an owner, driver, passenger, and generally as a living organism on this planet, are many. To help Tesla communicate their difference to more people, we worked with their very own customers to tell the stories.
A car is both a rational and emotional purchase. Tesla were already good at sharing technical information, but to connect with people in terms of trust, lifestyle, and inspiration, they needed a story.
We interviewed Tesla customers multiple times to get to the bottom of why they chose the Model S, and discover how it exceeded their expectations. The result was a series of engaging, real-life video stories that profiled Tesla products in a unique and human way.
We got to know each customer through multiple interviews and got to the bottom of their experience with the Model S and how it overturned even their expectations. The result was a series of engaging, real-life video stories that takes everything that's hard to understand about this product and makes it tangible.
Electric Mail
Results
Since the launch of the series the videos have been used in Elon Musk’s presentation of the Model 3, on Tesla’s website, and have been viewed nearly a million times across social media, including YouTube and Vimeo.