The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Online Advertising / Display Ads
Annual ID
OS22_IN050M
About the Work
This work brings targeting to another level, since we used the particularly unique bookable screensize of Teslas and added more filters like their operating system to really only detect and reach Tesla drivers. And adress 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 Sportcars, Tesla is perceived the only competitor for the Porsche Taycan.
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 screensizes 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!
Placement/Media/Airings/Results:
Timeline: 01.09.2021 – 30.09.2021
Teslas targeted 20.000
Ad Impressions 27.668
Media-Budget 10.000 CHF
CTR average: 0.49%
CTR highest: 1.64%
135 Website visits
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 Sportcars, Tesla is perceived the only competitor for the Porsche Taycan.
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 screensizes 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!
Placement/Media/Airings/Results:
Timeline: 01.09.2021 – 30.09.2021
Teslas targeted 20.000
Ad Impressions 27.668
Media-Budget 10.000 CHF
CTR average: 0.49%
CTR highest: 1.64%
135 Website visits
2022 Awards
Total Points: 3
Merit
Credits
Agency
TBWA\Switzerland / Zürich
Client / Brand
Porsche Schweiz AG / Rotkreuz
Art Director
Isabelle Benz
Copywriter
Lisa Bolte
Chief Creative Officer
Manuel Wenzel
Chief Marketing Officer
Benjamin Bieber
Creative Director
Angelo Sciullo
Managing Director
Danijel Sljivo
Senior Producer
Domenico Catena
After Sales & Community Manager
Andrea Schubert
Digital Creative Director
Calvin Kroehne
Group Account Director
Nadja Stickl
Related Awards
