Summary

Company: Tesla

Project: Customer Lifestyle

Tesla's content has traditionally focused on the product and its features. With this campaign, we aimed to connect with customers on an emotional level, bringing them closer to the brand. The campaign was launched in France, with plans to replicate the model in Germany, the UK, and Spain.

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What was the challenge and how we tackled it

The challenge was addressing the lack of emotional connection between Tesla and the average European customer. Historically, Tesla’s marketing featured vehicles traveling across the US or showcased in dramatic landscapes, but there was a notable absence of representation in the everyday lives of typical European customers. Market research revealed that many Europeans perceived Tesla as unattainable and distrusted the brand, viewing it as an exclusive option rather than a practical choice. Contrary to this perception, Teslas are actually affordable vehicles offering excellent value for money, and they are designed to be user-friendly.

Based on these insights, we developed a creative strategy centered around a "customer testimonials" campaign with a lifestyle focus. We conducted a casting call throughout Europe to find genuine Tesla owners who were willing to share their experiences voluntarily. These customers provided candid accounts of how Tesla vehicles seamlessly integrated into their daily routines. The resulting campaign featured engaging and authentic videos that highlighted the car’s features in a natural, relatable way, moving away from traditional advertising techniques.

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