| Titolo | Porsche Taycan – Tesla Targeting |
| Brief | We created the first ever targeting campaign using a unique combination of technical data to detect a particular car brand and its drivers. And this by promoting the Taycan to a very specific audience: the drivers of the only competitor Porsche has in the E-sports car segment. Right in their cars. |
| Agenzia |
TBWA\Switzerland AG
|
| Campagna |
Porsche Taycan – Tesla Targeting
|
| Cliente |
Porsche
|
| Marca |
Porsche Taycan Launch
|
| Data di Prima Diffusione/Publicazione |
2021 / 9
|
| Settore | Auto Nuove
|
| Trama | We created the first ever targeting campaign using a unique combination of technical data to detect a particular car brand and its drivers. And this by promoting the Taycan to a very specific audience: the drivers of the only competitor Porsche has in the E-sports car segment. Right in their cars. |
| Problema | This work brings targeting to another level, since we used the particularly unique bookable screen size of Teslas and added more filters like their operating system to really only detect and reach Tesla drivers. And address with them with our tailormade message for them.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.The idea is developed from a technological-insight: the screens used in Teslas are 12.3, 15 or 17 inch big. 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.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 Sport cars, Tesla is perceived the only competitor for the Porsche Taycan.Our media planning focused literally only on them as our main competitor.We implemented this campaign between 01.09.2021 and 30.09.2021 and it only ran directly in Tesla-Cars on Tesla-Screens addressing only Tesla drivers. On purpose. We only invested 10000 CHF.Within week 1 our campaign more than doubled the CTR industry-standard of Automotive display-banners. (0.02%) and landed on a nationwide average of 0.49% (25 times more clicks). If you look at the italian part of Switzerland we even achieved a CTR of 1.64%, which is more 400% higher than the industry standard. In the following 3 weeks we kept on beating the industry standard always by minimum 200%.Tesla has 1.9% total market share (electric, gasoline, hybrid) and a market share within electric cars of 50% in Switzerland. But the real data we used is the screen sizes of Teslas (12 and 17 inch) and combined it with their unique OS. By doing so we were able to play out ads with a tailormade message ONLY in Teslas! |
| Tipo di Media |
Case Study
|
| Executive Creative Director |
Manuel Wenzel
|
| Creative Director |
Angelo Sciullo
|
| Digital Creative Director |
Calvin Kroehne
|
| Art Director |
Isabelle Benz
|
| Copywriter |
Lisa Bolte
|
| Senior Producer |
Domenico Catena
|
| Account Director |
Nadja Stickl
|
| Business Director |
Danijel Sljivo
|