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?"
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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 Model S could fit their driving habits and lifestyle.
But nothing replaces real driving conditions, so we proposed a mobile app that a driver could use in their current car. The app would monitor their 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
