Tesla Motors
Proposal for launching the Model S
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Question
Tesla is a different kind of car company, is it the right car for me?
The upcoming launch of the 2012 Model S gave us an opportunity to help answer that question for consumers. This proposal was not about selling more cars (not a problem for Tesla), but about educating the public on driving an EV compared to their current vehicle. So we came up with the platform "Drive The Future, Are You Ready?"
Proposal
Starting with an in-store (and online) experience was paramount. When, where and how do I charge were common recurring questions. By using touch screens, consumers could create a personal driver profile to see if the vehicle could fit their driving habits and lifestyle.
But nothing replaces real driving conditions, so we proposed a mobile app that a user could use while driving in their current car. The app would monitor their actual driving habits and simulate what it would be like if they were driving a Model S instead.
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Role: Creative Director Team: ECD, CD, ACD
