Work

Year: 2018​

Group project:

Lee Lee Wong, Jacqueline Ling, Zi Yang Wang, Michele Santos

​

​

Rationale​

​

Tesla is well-known for its technologically advanced electric vehicles and are constantly contributing to the industry with their stylistic innovations. The Model X is the latest addition to their collection of vehicles. Its competitors include the Jaguar I-PACE, an electric car with similar capabilities, and the NIO ES8, which is cheaper than the Model X but claims to offer greater luxury. However, the Model X has something they don’t have: the autopilot function. This function, as well as its heated seats, spacious interior, and safety radars are the product benefits we aim to highlight through our campaign.

​

The foundation of our campaign is to establish an emotional connection with our target audience: wealthy mothers aged 35 - 48. Animal families became the focal mascot for the campaign to highlight the innovative features mentioned above. The use of animals generates more empathy and is often associated with being lovable. In addition, depicting animal families looking comfortable with the vehicle implies that it is “approved by nature”, that nature has established a sense of trust to the car and the brand - it also ties in to the environmentally friendly aspect of the car. The positioning line “Built for love”, again, reinstates that the vehicle is designed to cater large families and their best interests.

​

​

​