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Innovative

Solutions, Inc.
Carly Fleck, Katie Kuptser, Lance
Schneider, Molly Nurczyk, Lumary
Velazquez

2
EXECUTIVE SUMMARY ........................................................................................................................................ 3
SITUATIONAL ANALYSIS .........................................................................................................................................
INDUSTRY INFORMATION ........................................................................................................................... 5
CLIENT BACKGROUND ................................................................................................................................. 9
PROBLEM ................................................................................................................................................... 12
TARGET MARKET ....................................................................................................................................... 14
COMPETITION ........................................................................................................................................... 22
OBJECTIVES ....................................................................................................................................................... 28
STRATEGIES ...........................................................................................................................................................
CREATIVE STRATEGY .................................................................................................................................. 29
OUTDOOR ADVERTISING .......................................................................................................................... 33
PRINT MEDIA ............................................................................................................................................ 34
SOCIAL MEDIA & ONLINE MARKETING .................................................................................................... 35
CELEBRITY ENDORSEMENT ....................................................................................................................... 36
EVENT MARKETING .................................................................................................................................. 37
DIRECT MAIL ............................................................................................................................................. 36
SPONSORSHIP ........................................................................................................................................... 39
TACTICS .................................................................................................................................................................
BULLETINS .................................................................................................................................................. 40
MAGAZINES .............................................................................................................................................. 46
YOUTUBE .................................................................................................................................................. 50
STEPHEN COLBERT .................................................................................................................................... 52
FACEBOOK ................................................................................................................................................ 54
BIG IDEA TEST DRIVE INTO THE FUTURE ............................................................................................... 57
TRANSPORT TRUCKS ............................................................................................................................ 63
INVITATIONS ......................................................................................................................................... 64
VEHICLE BROCHURE .................................................................................................................................. 67
AUGMENTED REALITY .............................................................................................................................. 70
NAPLES WINTER WINE FEST ..................................................................................................................... 73
IPAD MINI 2 ............................................................................................................................................... 74

BUDGET .............................................................................................................................................................. 76
FLIGHT PLAN ...................................................................................................................................................... 78
CONTROL & IMPLEMENTATION ....................................................................................................................... 79
CONCLUSION ..................................................................................................................................................... 81
BIBLIGRAPHY ...................................................................................................................................................... 82
APPENDIX ..............................................................................................................................................................
APPENDIX A .............................................................................................................................................. 100
APPENDIX B .............................................................................................................................................. 101
APPENDIX C .............................................................................................................................................. 102

Executive Summary
The Model X is Tesla Motors newest automobile. Set to release in late 2016, the Model X is
the fastest, safest, and most capable sport utility vehicle in history (Model X, 2015). In addition, the
Model X has Falcon Wing doors, is the most aerodynamic SUV in production, and can seat up to
seven passengers. Tesla needs to implement a consistent national advertising campaign in order to
bring further awareness and interest in the Model X which is where Innovative Solutions comes in.
The Model Xs target market is split into two groups: a primary target market and a
secondary target market. The primary target market is affluent 45 to 64 year-old men and women in
San Francisco, Seattle, Boston, and Denver. The secondary target market is affluent 25 to 44 year-old
men and women in San Francisco, Seattle, Boston, Denver, and Austin.
Three objectives for this advertising campaign have been set and are as follows: to increase the
awareness of Tesla Motors Model X among the primary target market from 45% to 81% by August
2017; to increase the awareness of Tesla Motors Model X among the secondary target market from
31% to 67% by August 2017; and to increase the interest in test drives for Teslas Model X among
both the primary and secondary target market from 38% to 74% by August 2017.
Our campaign includes a slogan that exemplifies Model X in its innovation to excel in the
future of mobility - Plug into The Future. While also tying in the Model X test drive, Test Drive the
future. This is shown throughout the campaign in a sleek and exciting creative way. Through the use
of outdoor advertising, print media, online marketing/social media, celebrity endorsement, event
marketing, direct mail, and sponsorship, our advertising campaign aims to bring national awareness
of and interest in the Teslas Model X.

Executive Summary


The Automotive Industry in the United States

Tesla Motors, Inc. falls under the Automotive Industry in the United States category

which sells new passenger vehicles to consumers. The Big Three automakers of the United States
are General Motors, Ford, and Chrysler. The United States has a total of 13 auto manufacturers,
making it one of the highest automobile-producing countries in the world (Select USA, 2015).
There are a total of 18,240 businesses that fall within this industry. An expected annual growth
of 5.8% is predicted within the next five years, with expected revenue of $809.6 billion dollars
(IBIS, 2015). Due to the fact that the industry is described as highly cyclical in nature it is
extremely vulnerable to the economy. When the economy is doing well, consumers are
purchasing vehicles, but when the economy is doing poorly, the industry also suffers (IBIS, 2015).
When the U.S. was faced with an economic recession in 2008, many industries were
affected, including the Automotive Industry in the United States. With the economy rising back
to what it was before the recession, this industry is expected to see profits increase throughout
the next five years (IBIS, 2015). The price of gasoline is what represents the running cost of
vehicles. As many consumers have had rising fuel prices affect their wallets, consumer
preferences have shifted towards smaller, lighter, and more fuel-efficient vehicles.
Consequently, vehicle production is going to focus on these preferences (IBIS, 2015).


Industry Information

The Automotive Industry in the United States continued

With 13 automotive manufacturers in the U.S., an average of 8 million passenger vehicles


are produced each year. This accounts for roughly 3.5% of the United States gross domestic
products and 786,000 people are employed through this industry. Approximately 3.82 billion
employees receive jobs through the United States automotive market through parts, service,
manufacturing, etc. These numbers are higher than any other manufacturing sector in the world
(Select USA, 2015).


SUVs

Sport-utility vehicles, also known as SUVs, configure 18.5% of SUV and light truck
manufacturing in the United States. During the 2009 recession, the SUV industry was hit hard
and revenue fell to almost - 30%. Over the next five years, revenues in this industry are
expected to rise. Although SUV sales depend highly on the price of gasoline, many consumers
are still purchasing these vehicles (IBIS, 2015).

Industry Information

SUVs continued

For the first time in 15 years, compact SUVs outsold all other vehicle segments during
September of 2015. With fuel costs declining and more affordable and fuel efficient vehicles
being produced, many manufactures have realized that consumers are interested in vehicles
with the best gas mileage, so in turn they are producing SUVs that meet those standards
(Edmunds Media, 2015). The new industry average standard for SUVs is 25 miles per gallon,
which is much greater than it has ever been (IBIS, 2015).
The major companies in this industry are General Motors Corporation, Fiat Chrysler
Automotive, Ford Motor Company, and Toyota Motor Company. These four companies are all
extremely competitive with one another. Of these four, General Motors Corporation holds the
largest share with 24.8% of the industry and Ford Motor Company holds the smallest share with
15.1% of the industry. All four companies are expected to see positive growth in the next five
years (IBIS, 2015).

Source: IBIS World

Industry Information
Electric Cars

Plug-in Electric Vehicles (PEVs) and Hybrid Electric Vehicles (HEVs) differ greatly. PEVs
operate solely on battery power; when the battery runs out of charge, there is no option but to
recharge at a charging station (Puranjay, 2015). HEVs run on battery and gasoline; once the
battery runs out the vehicle is able to operate as long as there is a gas station near by. PEVs are
pure electric vehicles.
As PEVs are still new in the developmental stage, they are said to reshape different
communities and industries across the globe (Todd, 2013). With no need for oil or gas and the
decrease in battery price by almost 70%, owners of PEVs are known to have more disposable
income, allowing them to spend their money in other sectors of the economy.
PEVs have become more popular and their sales are dramatically rising. In 2013, sales of HEVs
rose 19% and PEVs sales rose 245% (Read, 2014). Although there are fewer companies
producing PEVs, these vehicles are still becoming very popular around the world. Consumers are
tending to care more about the environment in both their careers and personal lives (Cato,
2014).
Electric SUVs

As sales of plug-in vehicles continue to grow at a rapid rate, many Americans are looking
to purchase larger plug-in vehicles. Companies are listening to consumers and are in the
production process, but availability in America is extremely limited (Gartner, 2014).
.

Industry Information

Electric SUVs continued

Very few consumers were able to get their hands on the all-electric Toyota RAV4 in 2014
(Schaal, 2014). Tesla and Mitsubishi are predicted to be the first manufacturers to launch their
electric SUVs in America. Mitsubishi is predicted to sell at least 10,000 vehicles during the launch
and Tesla is assumed to succeed this amount due to the demand of their first two vehicles that
have been on the road for a few years now (Gartner, 2014).
Within the next few years, Americans can expect to be able to purchase seven electric
SUVs from a variety of manufacturers. Kia, BMW, Volvo, Tesla, Hyundai, Mitsubishi and
Volkswagen are among those that have begun the production process for all-electric SUVs
(Schaal, 2014). It is expected that within the coming years, numerous manufacturers will be
introducing electric SUVs, and demand for these vehicles are expected to be high.

Client Background
History of Tesla Motors

Tesla Motors, Inc. is an American automotive and energy storage company that designs,
manufactures, and sells electric cars and battery products. The company was founded in 2003 in
Silicon Valley by a group of engineers who wanted to prove that electric cars could be better
than gasoline-powered cars, but the company really started around 1990 (Tesla Motors,
2015). An engineer named Marc Tarpenning was working for Textron in Saudi Arabia. He then
met close friend and future business partner Martin Eberhard. They began to think about what
companies would benefit from a battery. In 2000, Eberhard was thinking he should buy a sports
vehicle after he got a divorce, but he could not come to terms with buying a car that only got 18
miles per gallon. With this, they began to research and Tesla Motors, Inc. was born in 2003
(Baer, 2014). Tesla Motors mission is to accelerate the worlds transition to sustainable
transport; making each new generation more affordable.






Source: All Car Brand List

10

Client Background

CEO Elon Musk

Tesla Motors current CEO is Elon

Musk. He is 44 years old and is best known for


being the co-founder of PayPal, for founding Space
Exploration Technologies, and for founding Tesla
Motors, Inc. (Bellis, 2015). Musk was born in South
Africa and moved to Canada just before his 18th
birthday. As an avid fan of computers, Musk wrote
his own code for a video game and began selling it
for profit at the age of of 12. At the age of 24, he
moved to the U.S. to attend college, but shortly
dropped out after the second day of classes to
begin his first company called Zip2 Corporation. In
1999, Musk started X.com, which is now known as
PayPal. Shortly after in 2002, Space Exploration
Technologies was created, which is a nonprofit
organization. In 2004, Tesla Motors was born,
where he was the sole product architect.

Source: Forbes

11

Client Background

Past Models

The first Tesla vehicle was the Roadster, which was launched in 2008 and was sold to

more than 2,400 consumers in more than 30 different countries. The Roadster is a two-seater
vehicle and can drive 245 miles per charge and accelerates from 0 to 60 miles per hour in 3.7
seconds. (Tesla Motors, 2015).
In 2012, Tesla released their second
vehicle, Model S, which was the worlds first
premium all electric sedan. Model S is a fiveseater and can drive up to 270 miles on each
charge and is able to accelerate from 0 to 60
miles per hour in 2.8 seconds (Tesla Motors,
Source: Tesla Motors

2015).

The Model S can drive 265 miles on each

charge and was named Motor Trends 2013 Car of


the Year. Tesla has more than 50,000 vehicles on
the road worldwide, with many awaiting the
launch of Model X. Tesla owners have the benefit
of charging their vehicle in the comfort of their
Source: Tesla Motors

own home without spending a penny on gasoline.


They are also able to charge their vehicles at the

many Supercharger stations that Tesla Motors provides free of cost (Tesla Motors, 2015).

12

Problem
Battery Longevity

Model X faces a concern of battery longevity, as our survey suggest (see appendix A & B),
by both primary and secondary target markets. This key hurdle is being addressed by Tesla in its
relentless drive to improve battery energy storage capacity. With this problem of concern for
battery life, both target markets are
particularly concerned about the
amount of charging stations available.
In evaluating the amount of charging
stations available to Telsa owners, the
range of drive is another particular
concern. This lack of awareness for the
charging stations is what emerges as
the main problem for the Model X.

Source: Tesla Motors

Reduced Demand for BEV

As gas prices begin to fall, the demand for alternative fuel/electric vehicles are reduced.
According to our survey (see appendix A & B), the secondary target market becomes less
interested in electric cars once gas prices begin to fall. This becomes a concern since Model X is a
luxury battery electric vehicle (BEV, 2015).

13

Problem

Minimal Advertising

Teslas Model X also faces a limited advertising & marketing plan. Currently, Tesla

Motors, Inc. spent 1.4 % on advertising (Jefferies, 2015). Thus far, the lack of advertising has not
affected the previous Tesla Model S, but going forward will affect the current Model X vehicle.
According to Jefferies Analyst Report, 80% of respondents considering a vehicle other than Tesla
Model X, value brand trust most. In which brand
trust is established through advertising. This leads
back to the second problem which is lack of
advertising.
Stock Declines

Rising concerns for future Model X owners is the

Source: Jeffries Analyst

continuing plunge of Tesla Motors, Inc.s stocks. As of


November 13, 2015 stock prices fell 2.7% at $207.19 (Google Finance, 2015). Analysts pointed
out that the launch of Model X did not drive up shares as expected by Tesla Motors (Jefferies,
2015). The particular concern is that the Californiabased electric car maker will have trouble keeping
up with the demands for Model X.


Source: Google Finance

14

Target Market
Primary Overview

Based off of the overall look, design, and price range of the Tesla Model X, we

have decided to primarily target affluent 45 to 64 year-old men and women in the following
cities: San Francisco, California; Seattle, Washington; Boston, Massachusetts; and Denver,
Colorado. The Model X price varies from $69,000 for the 60-kilowatt-hour model, to $79,900 for
the 85-kilowatt-hour model (Tesla Model X Review, 2015). We have decided to primarily target
this age range (45 to 64 year-olds) because they are further advanced in their careers, are
typically empty nesters, and can more easily afford the luxurious Tesla Model X. Additionally,
the results from our primary target market awareness surveys show that room for family
members is the most important factor for this age group when deciding to choose a car, and the
Model X can fit up to seven passengers
(Appendix A).
As you can see in the chart to the
right, 17% of expenses for Americans in
2012 were transportation costs
(Americans Spend Nearly 50% of Their
Income On These Two Things, 2014).




Source: Ready For Zero Blog

15

Target Market

Primary Overview continued

When financing for a new car, experts recommend implementing the 20/4/10 rule
(Popken, 2014). This rule of thumb suggests that buyers put 20% down, with a loan term of no
more than four years, and spend 10% or less of their monthly income on car expenses. Taking
into consideration the two different costs of the Tesla Model X as well as the 20/4/10 rule, we
have decided to target some of the richest cities in the United States, specifically San Francisco,
Seattle, Boston, and Denver. According to TheRichest, these same five cities also make up half of
the ten greenest cities in the United States (Barclay, 2014). In order to best represent each of
these cities, we have chosen one zip code per city that is near or in the same area as a Tesla
Charging Stations and Tesla Supercharging Stations.

Primary - San Francisco

We chose the zip code 94111 to represent the city of San Francisco. According to the chart
below from Paragon Real Estate Group, this zip code has a median household income of $93,400
and the average age in this zip code is 50 years old. In addition, Nielsen Companys 2015 PRIZIM
Segmentation System associates the Money & Brains segment with this particular zip code.
Money & Brains occupy roughly 2.11% of U.S. households, are 45 64 years old, and have
obtained a Graduate degree or higher in the year 2015 (Segment Explorer, 2015). Their income is
classified as wealthy, and their income producing assets are considered elite. As you can see in
the charts below from Nielsen, the median age for the 94111 zip code in San Francisco,
California is 52.9 years old, and the dominating age range is between 55 and 64.

16

Target Market
Primary - San Francisco - continued

Source: (ZIP Code Look-up, 2015)

Source: (San Francisco Demographics by Zip Code, 2014)

Source: (ZIP Code Look-up, 2015)

17

Target Market
Primary - Seattle
We chose the zip code 98122 to represent the city of Seattle. According to Curbed
Comparisons, the Lakeside/Leschi (which 98122 is a part of) area within Seattle has the highest
average income at $243,000 (Keeley, 2014). In addition, Nielsen Companys 2015 PRIZIM
Segmentation System associates the Money & Brains segment with this zip code, as well as the
94111 zip code in San Francisco mentioned earlier. Money & Brains occupy roughly 2.11% of U.S.
households, are 45 64 years old, and have obtained a Graduate degree or higher in the year
2015 (Segment Explorer, 2015).
As you can see in the charts below
from Nielsen, the median age range for
this area is 34.1, however, we will target
the Money & Brains segment, which is
still a prominent and affluent segment in
the 98122 zip code in Seattle.

Source: (ZIP Code Look-up, 2015)



Source: (ZIP Code Look-up, 2015)


18

Target Market

Primary - Boston

For the city of Boston, we chose the zip code 02116, which is within the Back Bay area.

Back Bay is one of the wealthiest areas in Boston (Blanton, 2015). Nielsen Companys 2015
PRIZIM Segmentation System also associates the Money & Brains segment with this zip code,
which is the same exact segment we are
targeting in San Francisco and Seattle.
As you can see in the charts below
from Nielsen, the two most prominent
age ranges for this zip code is 21-34 and
55-64. This works perfectly for our
campaign because our primary target
market is affluent 45 to 64 year-old men
Source: (ZIP Code Look-up, 2015)

market (see Secondary Target Market section) is affluent 25 to 44 year-old men and women
and women, and our secondary target

(both of these target markets are located in San Francisco, Seattle, Boston, and Denver).

Source: (ZIP Code Look-up, 2015)


19

Target Market
Primary - Denver

We chose the zip code 80206 to represent the city of Denver. According to Westword,

the total population for this area is 11,296 (Roberts, 2015). We have decided to target the
Money & Brains segment with this zip code, which we will also target for the other four cities.
Again, the Money & Brains segment are
ages 45 64, have obtained a Graduate
degree or higher in the year 2015, and
their income is classified as elite
(Segment Explorer, 2015).

Below is further information about

the overall facts and statistics as well as


the age range for the 80206 zip code in

Source: (ZIP Code Look-up, 2015)


Denver. As you can see, the 55 64 age

range is the third largest age group in this zip code, with ages 21 34 and 35 - 44 in first and
second, respectively. Therefore, targeting this city will help us reach both our primary and
secondary target markets.

Source: (ZIP Code Look-up, 2015)


20

Target Market

Secondary - San Francisco, Seattle, Denver, and Boston:

Our secondary target market is affluent 25 to 44 year-old men and women in the

following cities: San Francisco, Seattle, Denver, Boston, and Austin. In all four of the cities we
plan to target for our primary target market (San Francisco, Seattle, Denver, and Boston) we also
plan to target our secondary target market at the same time using both similar and different
media strategies and tactics. In San Francisco, Seattle, Denver, Boston we will target the Young
Digerati segment, which is present at all of the zip codes we have associated for these cities (see
Primary Target Market for more information about these zip codes). According to Nielsen
Companys 2015 PRIZIM Segmentation System, the Young Digerati segment are tech-savvy, live
in fashionable neighborhoods on the urban fringe, and are highly educated (graduate plus) and
affluent (Segment Explorer, 2015). This segment includes ages 25 to 44, and their median
household income is $95,580 in 2015. Additionally, the results from our secondary target market
awareness surveys show that this demographic feels positive about Tesla as a company
(Appendix B).
Secondary - Austin

We have decided to specially target Austin, Texas for our secondary target market. Austin

is considered one of the wealthiest and greenest cities in the U.S., and through our research we
have discovered that more 25-44 year olds live in Austin than 45-64 year olds (Barclay, 2014).
We chose the zip code 78732 to represent the city of Austin.

21

Target Market

Austin continued

This zip code is one of the wealthier areas within Austin, with an average household
income of $123,523 (Ward, 2012). As you can see in the charts below from Nielsen, the median
age in the 78732 zip code is 35.8, and the most prominent age range is 35-44.

Source: (ZIP Code Look-up, 2015)


Source: (ZIP Code Look-up, 2015)


22

Competition
Overview

Model X has the luxury crossover niche to itself. Since it is an EV, this powerful car is a
one-of-kind vehicle with essentially no direct competitors. In terms of markets, Tesla Motors
ranks in the lower categories. Such markets include premium midsize, premium SUV, and nonpremium midsize. With our target market being affluent 45 to 64 year-old men and women, the
focus will be on the premium midsize & premium SUV markets.

As pictured to the left, Tesla only has 3.9% of the premium market share, and 2.8% of the
premium SUV market
share.
Here, BMW, Audi &
Mercedes Benz are
dominating the market
share.
With this competition
for, Model X is among

Source: Jeffries Analyst

those top car brands, with the exception of VW


dominating the non-premium market.



Source: Jeffries Analyst

23

Competition

Cayenne S E-Hybrid

Porsche Cayenne S E- Hybrid is a luxury charge on plug in. This SUV hybrid hits speeds of

151 mph going from 0 - 60 mph in about 5.4 sec. With its hybrid technology, the Cayenne S E
Hybrid averages around 47 MPGe. It takes approximately 2.7 hours with 3.6 kW on-board
charger and approximately 1.3 hours with 7.2 kW on-board charging time. This vehicle offers a 8speed Tiptronic S, which lowers fuel consumption and increases comfort and dynamic agility.
The low engine speeds in the higher gears reduce the noise level inside the vehicle. The 8-speed
Tiptronic S shifts gear automatically and adapts to your individual driving style.
Cayenne S E Hybrid also includes the features of extended auto start/stop function. This
cuts the engine not only when the vehicle stops, but also if you are approaching traffic lights.
Starting price for the Cayenne S EHybrid is around $77,200.00, and
can easily hit the $100,000+ with
adding on extensive packages to
have a fully loaded vehicle. (Porsche
2015).

Source: Porsche, 2015

24

Competition

BMW i8

BMW has recently joined the hybrid/fully electric revolution with the introduction of the

2015 BMW i8. This vehicle offers a turbocharged three-cylinder engine with two electric motors
for a combined 357-horsepower, with being able to go from 0-60 in 4.2 seconds and top speeds
of 155 mph. It has a range of about 330 miles, as well as having fuel efficiency up to 76 MPG
(BMW, 2015). The car may look like a sleek sports car but it is designed by engineers to make it
as aerodynamic as possible and have it combat with oncoming wind to achieve optimal speed. Its
two-part structure uses both aluminum and Carbon Fiber Reinforced Plastic for their rigidity and
extreme lightness in comparison to steel. As opposed to conventional glass, the acoustic
separator between the engine and the cabin is made from substantially lighter chemically
hardened glass.
It takes this vehicle about 2 and half hours to be fully charged with a plug-in and in the
BMW i8, energy can be repurposed while driving to charge the battery from thrust, braking, or
directly from the gas engine. With a starting price of $137,495, which is the base model, to
148,295, which can give you a fully loaded
version of the BMW i8. This vehicle, like the
Model X, offers doors that open in a nontraditional way - the BMW i8 comes equipped
with scissor doors.

Source: BMW, 2015

25

Competition
2015 BMW

The BMW i3 is not a traditional BMW that you would expect from the company, which
usually supports a more sporty sedan look more than the average coupe look. The open interior
of the BMW i3 creates a new definition of luxury and is characterized by the visible use of natural
resources. In fact, over 25% of the interior uses renewable raw and recycled materials. Inside,
up to four passengers can also enjoy the vehicles surprising spaciousness (equivalent to that of a
BMW 3 Series) in addition to 36.9 cubic feet of trunk space with rear seats folded flat.
In the BMW i3, the accelerator pedal not only works in the obvious way of propelling the
vehicle forward, it also incorporates
the innovative technology of brake
energy regeneration. The pedal
converts kinetic energy into electrical
energy to further feed back into the
battery for added efficiency. This
vehicle takes around 3 and a half
Source: BMW, 2015

hours to be fully charged. With the


range extender it gets you as far as

150 total miles range. The BMW i3 can range from $46,250 the base model to $58,320This
vehicle has won the 2015 10 Best Green Cars Winner By Kelley Blue Book, as well as the Green
Car Journals 2015 Green Car of the Year, and the 2015 10 Best Interiors List by Wards (BMW
2015).

26

Competition
Audi Q7

The 2017 Audi Q7 Premium version starts at $54,800, the Premium Plus starts at

$58,800, and the Prestige version starts at $64,300 (Audi of America, 2015). Like the Tesla Model
X, the Audi Q7 can fit up to seven passengers, and is positioned as a luxury SUV. The Audi Q7 also
has a 3D Sound system and driver assistance features including the Audi pre sense city with
pedestrian detection, a traffic jam assist feature, and collision avoidance assist technologies.
More than 500,000 units have been sold worldwide, the previous model was so successful that
Audi was not in a hurry to replace it with the 2017 version (Meiners, 2015).
The U.S. News Best Cars Methodology Research lists several pros for the Audi Q7
including that it has excellent
interior materials and a powerful
engine (Audi Q7 Review, 2015).
Three cons listed for this
competitor includes limited cargo
space, tight third row, and dull
handling.

Source: Audi Q7, 2015

27

Competition
Volvo XC60

The Volvo XC60 brands itself as an SUV with three advantages: safety (IntelliSafe),

connectivity (Sensus), and efficient power (or Drive-E) (XC60, 2015). The Volvo XC60 is
offered in three different versions and prices: the T5 Drive-E FWD, which starts at $36,400; the
T5 AWD, which starts at $37,900; and the T6 Drive-E FWD, which starts at $41,150. This
automobile is offered with a Twin Engine plug-in hybrid, which allows the driver to switch
between two driving modes: Power mode and Pure/Eco mode (Drive-E, 2015).
However, the Twin Engine plug-in hybrid is not available in the U.S. Edmunds.com lists
the following pros for the 2015 Volvo XC60: well-balanced ride and handling, energetic and
efficient four-cylinder engines, supportive seats, superb crash scores, distinctive cabin design,
and generous cargo space (Edmunds.com, 2015). However this SUV only offers enough seats for
five people, the rear seat doesnt
decline, and is stated to have a
sluggish 3.2 AWD model.

Source: 2014 Volvo XC60 SUV, 2015

28

Objectives

1. Increase the awareness of Teslas Model X among the primary target market (affluent 45 to 64
year-old men and women in San Francisco, Seattle, Boston, and Denver) from 45% to 81% during
the advertising campaign from September 1, 2016 to August 31, 2017 (based on survey results,
see Appendix A).

2. Increase the awareness of Teslas Model X among the secondary target market (affluent 25 to
44 year-old men and women San Francisco, Seattle, Boston, Denver and Austin) from 31% to
67% during the advertising campaign from September 1, 2016 to August 31, 2017 (based on
survey results, see Appendix B).

3. Increase the interest in test drives for Teslas Model X among both the primary (affluent 45 to
64 year-old men and women in San Francisco, Seattle, Boston, and Denver) and secondary
(affluent 25 to 44 year-old men and women San Francisco, Seattle, Boston, Denver, and Austin)
target market from 38% to 74% during the advertising campaign from September 1, 2016 to
August 31, 2017 (based on survey results, see Appendix C).

29

Strategies
Creative Strategy
Big Idea

Innovative Solutions big idea for this advertising campaign is an event called Test Drive Into the
Future. This event/tour will visit each city that our primary and secondary target markets are
located in Boston, Austin, Denver, Seattle, and San Francisco. For this event, a customized semitruck filled with Model Xs will be touring around the country east to west starting in Boston and
then continuing in Austin, Denver, Seattle, and finishing in San Francisco. More information
about the test drive can be found on page 57.
Tagline

The Tesla logo is already very established within the brand and we did not feel it was
necessary to change it or add a specific logo for the Model X. Instead, we felt as if creating a
slogan was more important. Our slogan Plug Into the Future relates to the shift in popularity
from traditional gas-powered vehicles to energy efficient vehicles to completely electric vehicles.
By using the word plug we are using a pun which relates to plugging the Model X in to charge
and becoming more familiar with a company that aims to bring Teslas vehicles to everyones
near future. We also continued to use the Plug into the Future slogan with our Test Drive into
the Future event/tour in order to create consistent associations between the Model X and the
future.

30

Strategies

Theme & Focus

With our creative campaign strategy, we wanted to continue establishing the elegant,
futuristic, and modern composition that is held with Teslas Model X. Knowing we were
targeting towards two sets of generations who carry sophistication, it was important for us to
make that our primary concentration in our creative. Many photos and videos of the Model X
have been in black, white, or shades of grey. Teslas Charging Stalls maintain this color scheme
and also implement shades of dark red. In addition to these colors we chose to use images that
casted shadows beneath the Model X. We thought that the shadows made the Model X look
like it was lifting off of the ground, similar to a spaceship which the Model X gets jokingly
compared to quite often. The colors used in the campaign are seen below.

31

Strategies

Creative Strategy continued

The two main fonts that we used for this campaign are Cooper Hewitt Thin and Code.
Both of these fonts are simple yet eye catching sans-serif fonts. The Code capitalizes all
characters which draws in the eye first. The font which helps tie in and compliment Code is the
Cooper Hewitt Thin font. There are
different thicknesses of Cooper
Hewitt but we felt as if the thin
version related to the sleekness of the
Model X.

We chose to use black text on light backgrounds and white or light gray texts on dark
backgrounds to either capture the attention or draw it the eye to something else. For example
by placing white text on a dark photo with the Model X in the shadowed background, the eye
recognizes the words Model X and the slogan Plug into the Future first and then the eye sees
the photo of the Model X second. It happens visa versa when the photo of the Model X is more
eye catching than the fonts. We also knew that when picking a font and overall color theme, it
needed to be appealing and readable to both of our target markets. At the extremities of each,
25 at the youngest and 64 at the eldest, they are both drawn to different things. Usually the
younger eye is drawn to busier, colorful advertisements and the elder eye is drawn to larger
fonts and less color. By using sleek design we progressively carried out the sleek design Tesla
intended Model X to have.

32

Outdoor Advertising
Outdoor advertising, also known as out-of-home advertising consists of different media
vehicles that you do not see while reading through a magazine or flipping through channels on
your television. These media vehicles can be found through different forms of billboards, kiosks,
bus wraps, benches and many others. This is a form of advertising that can be experienced 24
hours a day and seven days a week (Outdoor Advertising Association of America, Inc.,
2015). Outdoor advertisements are the perfect way to reach a specific target market in a
specific location. Companies make the decision of where and when they will place their
advertisement, so their chosen target market is able to view their ad and become aware of their
product and/or brand (Benefits of Outdoor Advertising, 2015). According to Outdoor Advertising
Association of America, outdoor advertising is 80% less expensive than TV and 60% less
expensive than newspapers.
Americans are known for spending an average of 18 hours or 200 miles a week on the
road traveling to work, dropping the children off at school, going to the store, etc., meaning that
outdoor advertisements are extremely effective and are seen by many Americans. Of those
who spend ampliable amounts of time on the road, 71% of those said that they look at the
billboards on the side of the road, and 58% of them said they learned about events from these
billboards (Olenski, 2011). Our secondary target market, which consists of men and women
aged 55 to 67, account for 80% of all premium travel. This group of people are spending a lot of
time on the roads and out of their homes, therefore using outdoor advertising to reach them is
extremely beneficial (JCDecaux Mature Marketplace, 2015). Outdoor advertisements will
allow our objectives to be accomplished due to the effect they have on both our target markets.

33

Print Media
Print media is one of the most popular and growing industry due to the fact that
marketers are able to easily reach targeted customers (Fedena, 2014). The two most common
forms of print media are magazines and newspapers, but there are many other media vehicles
that fall into this category. Brochures, direct mail, transit ads and other speciality
advertisements are considered to be print media. One of the many advantages when companies
effectively use print media to advertise is reaching a specific audience. Being able to choose
geographic segmentation and customer interest will ensure that the advertisements will reach
the correct audience and will have a positive impact (Kokemuller, 2015).
In America, 52% of consumers said that they use different forms of print media to plan
out their purchases. In both our primary and secondary target markets, which consists of those
aged 25 to 64, 79% of those over the age of 35 said that they had taken action within the last
month of an advertisement they had seen in print form (Hostager, 2015). Using print media to
effectively reach our target market is perfect for this campaign due to the fact that our target
markets make up the largest audience positively affected by print media. This strategy will
accomplish the problems that Tesla Model X is having.

34

Social Media &


Online Marketing

Social Media

Social media is defined as forms of electronic communication through which users create
online communities to share information, ideas, personal messages, and other content
(Merriam-Webster, 2015). With social media being one of the biggest marketing platform for
companies by allowing the company to be able to get more involved with its clients by giving the
consumer the opportunity to post comments or questions on the social media site, which in
return can give insight to the company about their customers life and can actually help adjust a
marketing strategy. Also, this marketing technique allows the company to get more involved and
create a positive image for their company through social media pages (9 Reasons Social Media
Marketing Should Top Your To-Do List, 2015 ). According to Pew Research Center it states that
65% of our primary target market, men and women aged 45 to 64, use social media, and our
secondary target market, men and women aged 25 to 44, 82% are avid users (Social Networking
Fact Sheet, 2013). Being that there are extremely high percentages for social media usage
between both our target markets, this is a perfect platform.
Online Marketing

Online marketing is the practice of leveraging web-based channels to spread a message


about a company's brand, products, or services to its potential customers (Optimizely, 2015).
Online marketing it is a strong suit because it has many advantages to it, such as the
convenience of being able to handle things online and not having to go to the store in person.
With social media and online marketing, they give huge opportunities to create relationships
with their consumers, and create a loyal customer base (Linton, 2015).

35

Celebrity
Endorsement

According to Business Dictionary, celebrity endorsement is a form of brand or advertising


campaign that involves a well known person using their fame to help promote a product or
service (2015). Celebrities are most effectively used when they are promoting products or
services that they would personally use (Suttle, 2015). They are able to enhance both brand
equity and increase name recognition. Many consumers also believe that if a reliable celebrity is
promoting a product or service, that it must be good. This allows companies to build stronger
brand credibility (McMahon, 2015).

Making sure that the celebrity provides positive attributes to associate you the specific

brand or product. Consumers see thousands of advertisements daily, so making sure that the
celebrity chosen for the campaign is one that will stand out in the crowd is key (Berman,
2015). Not only do consumers respect products, services and brands more when a credible
celebrity is backing it, but the media does as well. When a celebritys name is positively
associated with a brand, the media respects it more, which leads to more media coverage
(Sanders, 2015).

In hiring celebrity endorsers prices can vary. Usually their value is based on the

celebrities total fair market value. In most cases a celebrity, depending on ranking, will get paid
2/3 of their salary (Celeb-Brand Agent, 2015).

36

Event Marketing
According to Business Dictionary, event marketing is the activity of designing or
developing a themed activity, occasion, display, or exhibit to promote a product, cause or
organization. Event marketing is a great way to engage and build personal connections with
consumers and to show them what your service, products and brand are all about. Todays
consumers want to feel a connection with brands and products that they stay loyal to; it allows
the company to understand the consumer's world and sense of community. (Tampa Bay
American Marketing Association, 2014). Christian Nahas, a CEO of a marketing automation
company, says, Events are an important part of a complete marketing strategy and can be a
great way to connect with your customers and engage with new prospects, (2014).
Many different events are sponsored, and sponsorship is said to be the fastest growing
form of marketing in the United States. Sponsorship allows multiple goals to be accomplished
through one event. It is said that sponsorship allows you to reach specifically targeted niche
markets without any waste; and powerful complement to other marketing programs, in addition
to having a dramatic influence on customer relations (Friedman, 2015). Those aged 35 to 45,
which is our primary target market, said they attend 43% of events that are available to
them. Our secondary target market, those aged 55 to 67, said they now attend 44% more
events than they did ten years ago. Also, 54% said they now attend more events and have more
live experiences now that their children are older (Peoples, 2015).

37

Direct Mail

Direct mail remains to be the largest single direct marketing expenditure, according to
CMO Council (2014). 79% of consumers said that they would act directly on direct mail
compared to email and other digital forms of mail advertising (CMO Council, 2013). This is a
strong way to reach customers and inform them about upcoming events that companies are
holding. Reaching new customers by using direct mail has a 34% effect rate, which is higher than
any other marketing channel (CMO Council, 2013). 73% of consumers said that they prefer
direct mail over any other advertising format and that they spend on average of 25 minutes
reading and learning about different companies through direct mail (Bentz, 2015). This a very
strong advertising tactic and it will allow Tesla Motors to accomplish the objectives that have
been set for this advertising campaign and reduce the problems that they are facing.

38

Sponsorship
General Sponsorship

Advertising sponsorship is essentially the strongest relationship format between an


advertiser and a medium or an event. Sponsorship is a more involved advertising relationship
between the advertiser and the medium compared to typical advertising in which rotating spots
are bought on a medium (Small Business, 2015).

Event Sponsorship

Event sponsorship is a common type of advertising. This is when the advertiser takes on a
portion, or all, of the costs of an event in exchange for prominent spot mentions as a sponsor. In
most cases the advertiser sponsors the event because the company believes the merits of the
event. In addition to this, advertiser also sponsor events in attempts to capture a particular
audience/ target market. Involvement in the event varies, such as some advertisers pay sponsor
fees, while others participate in the event itself (Small Business, 2015)

39

Bulletins

Out-of-home bulletins are an extremely effective way to reach people busy and on the
go. Considered on the air 24/7, out-of-home bulletins are always visible by those passing by
and are known to have a high level of both frequency and reach (The Unchoice, 2015). Also,
since a specific target audience is being selected, men and women aged 25 to 64, they are
effectively able to be reached. By strategically placing out-of-home bulletins in areas of where
both target markets are traveling, the objectives will be accomplished. Due to the fact that
those aged 55 to 64 make up 80% of all travel, and they are in our primary target market,
advertising using out-of-home bulletins will be effective (JCDecaux Mature Marketplace, 2015).
Bulletin Placement- San Francisco

In San Francisco, Tesla Model Xs out-of-home bulletin will be location along highway US
101. This out-of-home bulletin is situation along the highway that is the principle commute
route between San Francisco and San Jose. Those that travel this route are made up of 48%
those employed in either professional or managerial positions. Also, 73% of those that pass this
out-of-home bulletin have a four-year degree or higher. This bulletin receives over 3 million
weekly impressions (San Francisco Bay Area, 2015). Our second out-of-home bulletin that will be
placed in San Francisco will have a monthly reach of 65.6% and 44,746,145 impressions on a
monthly basis (Bulletin Rates, 2015). By choosing these locations for the out-of-home bulletin
locations in San Francisco, the objectives that have been set for this campaign will be
reached. These out of home bulletins cost about $300,000 per month and will each run for six
months throughout the campaign. The first out of home bulletin will during the months of
September, October, November and again in March, April, May. The second out-of-home

40

Bulletins

bulletin will run during December, January, February and again in June, July, August. By
running these bulletins on alternating schedules, it will not be overdone, but will keep reminding
consumers of Teslas Model X.
Bulletin Placement Austin

In Austin, Model Xs out-of-home bulletin will be placed in the West End of the city on

Lamar Boulevard. This bulletin targets slow moving commuter traffic that is leaving downtown
Austin after work and also Austins nightlife. Both cars and pedestrians are able to view this
bulletin, with 142,464 impressions weekly. Advertisers also receive the benefit of being near an
upscale residential area (Lamar Advertising, 2015). The second bulletin in Austin, will be located
on Highway 71. This is the main route for those traveling into the city of Austin. The average
age of those traveling this route is 40 years old, which is great for our secondary target
market. By placing these bulletins on both of these major routes, the objectives that have been
set for this campaign will be reached. Out-of-home bulletins in Austin, cost roughly $1,500 per
month and will each run for six months during the campaign. The first out-of-home bulletin will
run during September, October, November and again in March, April, May. The second out-ofhome bulletin will run during December, January, February and again in June, July, August. By
running these bulletins on alternating schedules, it will not be overdone, but will keep reminding
consumers of Teslas Model X.
Bulletin Placement Denver

In Denver, Model Xs out-of-home bulletin will be placed along Colfax Ave and Highway
40. This location is in a high density retail area and upscale restaurant neighborhood.

41

Bulletins

The traffic that is targeted in this area is from the neighborhoods of Stapleton, Park Hill,
Hilltop, and Cherry Creek that is heading west into Denver. There are over 191,870 impressions
weekly in this location (Lamar Advertising, 2015). The second bulletin will be located at the onramp to 6th Avenue freeway at Kalamath. This location is perfect for those commuting to
downtown Denver and can be seen from both the eastbound lanes on 6th street and the
southbound lanes on Kalamath. This bulletin has an impression rating of 246,497 people weekly
(Mile High Outdoor, 2015). Both of these out-of-home bulletins, will allow the both target
markets, those aged 25 to 64, to view Teslas Model X bulletin. By effectively reaching the target
markets, the objectives will be reached for this advertising campaign. Out-of-home bulletins in
Denver cost roughly $350,000 and they will each run for six months of the campaign. The first
out-of-home bulletin will run during September, October, November and again in March, April,
May. The second out-of-home bulletin will run during December, January, February and again in
June, July, August. By running these bulletins on alternating schedules, it will not be overdone,
but will keep reminding consumers of Teslas Model X.
Bulletin Placement Boston

In Boston, Model Xs out-of-home bulletin will be placed on Interstate 93 near exit


15. This bulletin will be seen by commuters heading south from Boston. This area is known to
have bumper-to-bumper traffic for hours during the evening commute. 821,980 impressions are
made in this location weekly. Bostons second bulletin will be located on the VFW Parkway. This
bulletin targets travelers heading north into Boston from Interstate 95 and 128. This route is
known to have traffic for those heading directly into the hospital district, where many

42

Bulletins

professionals work. This bulletin has impressions of 111,186 people weekly (RSA Media, Inc.,
2015). These two locations are great for both our primary and secondary target market, those
aged 25 to 64. The target markets consist of professionals and both of these bulletin locations
target those commuting to professional jobs daily. Out-of-home bulletins in Boston cost about
$400,000 per month and each will run for six months of the campaign. The first out-of-home
bulletin will run during September, October, November and again in March, April, May. The
second out-of-home bulletin will run during December, January, February and again in June, July,
August. By running these bulletins on alternating schedules, it will not be overdone, but will
keep reminding consumers of Teslas Model X.
Bulletin Placement Seattle

In Seattle, the majority of commuting is done through ferry transportation. Of those


commuting on the ferry, our secondary target market which consists of men and women aged
24 to 44 make up 68% of the population. There is an average household income of $88,000 for
ferry commuters. Also, there are a total of 24 million passengers that ride the ferries annually
and total of 11 million vehicles that are placed on the ferries (Ferry Advertising Information,
2015). One specific ferry route that will be targeted, is Seattle to Bainbridge. This route
specifically targets those with a household income of $104,000 and of those 75% of them have a
household income of $124,000 or higher.
The second route is Seattle to Bremerton. Bremerton has a median resident age of 30.4,
which falls into our secondary target market, men and women aged 25 to 44 (Ferry Advertising
Information, 2015). By placing an advertisement on both of these ferry routes for Teslas Model

43

Bulletins

X, the objectives that have been set for this campaign will be reached. The costs for ferry
advertising is similar to that of out-of-home bulletins and will cost about $300,000 per month
and will be run for six months throughout this advertising campaign. The ferry bulletins will be
running on alternating schedules, both for six months. The first ferry bulletin will during
September, October, November and again in March, April, May. The second ferry bulletin will
run during December, January, February and again in June, July, August. By running these
bulletins on alternating schedules, it will not be overdone, but will keep reminding consumers of
Teslas Model X.

Creative Out-of-Home Bulletins
In order to maximize the amount of visibility for both target markets, Innovative Solutions
has come up with the following two bulletin boards. For each San Francisco, Denver, Boston,
Austin and Seattle a consistent out of home bulletin was used. The creative used includes the
tagline Plug Into the Future with Model X underneath the reinforce vehicle. Since Model X, is
known for its innovative Falcon Wings, this graphic of Model X with the doors open creates an
image in the audience's mind of the futuristic vehicle. In this the Tesla logo is also used to
reinforce the Tesla brand.
For the second out-of-home bulletin, Innovative Solutions has decided to reinforce the
charging station count in each city. In our surveys, a main concern for our target markets are the
amount of available charging stations in their resident cities. With that Innovative Solutions has

44

Bulletins

created a graphic to address this issue. In the selected cities of San Francisco, Denver, Boston,
Austin and Seattle, the creative includes the amount of charging stations within that state.
Below, the Austin bulletin reads Austin, 131 and counting. Using the Model X and at the
charging station along with the pictured charger allows for the viewer to understand the copy
used. Also taking into consideration that each viewer has 2.5 seconds to view the bulletin board,
clean and simple copy was essential to capture attention while delivering the message.

45

Magazines

Magazines are a powerful tool to promote an advertising campaign because it helps with
message impact, audience interest, and repeated exposure. The message impact of a full-page
magazine ads rich with color and visual imagery can attract attention and enhance the visual
presentation of your products. It does capture the audience attention and draw them to learn
more about the company's product because of the interesting visuals presented. With that
comes audience interest and with the magazines picked already has an established consumer
and they already have interest on what the magazine is presenting.
Magazines also have repeated exposure, you read it once and put it down on the coffee
table and you or others pick it up again and still be exposed to the ad (Kokemuller
2015). Innovative solutions chose the following magazines for the purpose of it fitting well with
our target market in multiple aspects. With Forbes having an average age of 42.6, and with 6.2
million subscribers it fits well within our target market, this will cost us around $ 1,227,112 to
run four ads, this magazine represents itself as arguably the most famous American business
magazine, Forbes is read by all manor of professionals for updated news, (Forbes 2015). The
reason why Forbes was chosen was for the solid fact that our primary target market is affluent
professionals, this is also the readers of Forbes. With Wired it has an average age of 39 with a
cost of $1,099,440 and its known for covering all things tech, and how these tech trends relate
to other aspects of life (Conde Nast 2015).
Wired was chosen for our secondary target market for the sole fact that this segment has
a lot of young professional readers who love high tech trends and the Model X is the car of the
future. Fortune average age is 50.5 with a cost of $1,284,800 and their company describes itself

46

Magazines

as a magazine that list the most powerful companies in the world (Fortune 2015). This
was chosen for being in our primary market range and also because Tesla is an upcoming
company that is making a name for itself to become the most powerful eco-friendly car. Fast
Company average age 45 and cost $868,000 and it cultivates a fresh minded approach to
entrepreneurship (Yates 2015). This magazine was chosen with both markets kept in mind
because it fits in the middle of both and the magazines biography is similar to what Tesla's
founder Elon Musk, who was an entrepreneur and creating the most innovative technologically
advanced car.
The magazine advertisements will run 6 times throughout the campaign on a pulsing
schedule. Every month Tesla will be visible in one of the four magazines on alternating
schedules. Fortune Magazine will display Teslas two-page color spread during the months of
October, November, February, March, June and July. Forbes Magazine will run the
advertisements during the months of November, December, March, April, July and
August. Wired Magazine will display Teslas Model X advertisement during September, October,
January, February, May and June. Fast Magazine, which is the final magazine, will contain the
advertisement in October, November, February, March, June and July. This schedule was chosen
so that consumers would not become overwhelmed every month with Teslas Model X
advertisement, but would be reminded every two months of these advertisements. Teslas
Model X two-page colored spread will be in one of the four magazines every month.

47

Magazines

In order to cut throw the noise of advertising the Model X advertisement had to be
creative, and interactive. Innovative solutions has created an ad that would entice the viewer to
immerse themselves into the ad. With this the Model X ad was created to be a full spread with
extension. The stopping power of this ad is the all black with the white peep through falcon
wings. Here plug into the Future is written across the two pages. Underneath, Are you ready
to lift off? is noted. This is a play on words since Model X has been compared to a similar look of
a space ship.
This ad continues when the viewer is enticed to lift off the page reveling the second full
page spread. This features the Model X with the open falcon doors. The copy for this ad includes
TELSA MODEL X, to showcase the car. In addition to this a call to action is inserted for the
viewer to reserve their Model X.

48

Top: Full Page Spread Pull Up

Bottom: Full Page Spread

49

YouTube

YouTube video advertisements allows the company to decide how much they wish to
spend on a daily basis, to ensure they budget is not over spent. These advertisements are
strategically placed before videos that the company's target market is most likely to engage
in. Specific selections, such as age, gender, location, interests and more, are just some of the
choices a company to narrow in on to effectively reach the desired market (YouTube Advertise,
2015). With more than 1 billion people visiting YouTube each month globally, and with 100
hours of video being uploaded every 60 seconds, YouTube is an incredible medium where a
brand can be seen (Grow Team, 2015). 82% of those aged 50 to 64, which is the target market
for this campaign, are YouTube users (Nanji, 2013). By advertising through videos on YouTube to
our target market, the objectives that have been set for this campaign will be reached.
Companies are able to chose the budget that they wish to spend on YouTube
advertising. It costs an average of 0.20 cents when a user views an entire advertisement. In
order to be effective, but also budget conscious Innovation Solutions has set the YouTube
budget to run for $2 million for the length of the campaign. Since the ads can vary in length, a
poll of US voters suggested that the majority of users were willing to watch an ad up to 15
seconds long (E-consultancy, 2015). Knowing this, allowed for the Model X ad to be specific,
concise & creative all while capturing the attention of our target market. In order to get the most
out of the click-through rates, this ad will be narrowed to specific targets to match both Model X
target markets.

50

YouTube

In this fast-pace 15 second YouTube ad, Innovative Solutions has incorporated the
exhilarating features of Model X. The ad begins with the Model X racing from 0 to 60 in 3.8
seconds as it does in real time. The car is then pictured driving through scenery as it makes a full
circle to a complete stop. Here, the Falcon Wing doors are showcased as they open. The ad then
ends with the slogan Plug into The Future.

Follow Shot: 0 to 60 in
3.8 seconds

Long Shot: Zooming


by

Follow Shot: Model X


making a donut

Model X comes to a
complete stop

Falcon Wing Doors


open.

51

Stephen Colbert


Comedian and talk show host Stephen Colbert was a mock news correspondent on Comedy
Central's 'The Daily Show' before hosting his own spin-off, 'The Colbert Report.' In 2014, it was
announced that Colbert would replace David Letterman as host of CBS' 'Late Show' (BGR, 2015).
Since Colberts debuting on the Late Show, the median viewer age has been pushed from 60 to
58. This viewer age range is prominent for in the case of Model X advertising, since it falls in the
range of the primary target market to be reached. In accordance to our secondary target market,
Colbert scored a rate of .78 for viewed aged 18 to 49 according to Nielsen. Since this Colbert has
drawn in 3.2 million viewers.
Innovative Solutions, sees Stephen Colbert as the prime candidate to be the celebrity endorser
for Model X. Colbert, a Model S owner, had Elon Musk appear as one of the first guests on his
new late night talk show just a few weeks back. More recently, Colbert spent a good six minutes
talking about Tesla after the company rolled out a software update which enabled autopilot
features (BGR, 2015). This is the type of advertising money cant buy. Colberts enthusiasm for
the vehicle features and the company promote an overall positive brand appearance.
The ability to build brand equity among Model X is a valuable asset. To a consumer, brand equity
creates product/brand differentiation over the other competitors in the market. Another benefit
to celebrity endorsements is that it increases consumer's remembrance of the ad (Study, 2015).
Colbert, with 3.2 million nightly viewers, has a strong presence among both target markets
making his Tesla endorsements viewed and memorable.

52

Stephen Colbert

Innovative Solutions also sees that too much of a product to celebrity ratio can loose its
effect. Therefore, Colbert would only be used for the immediate test drive event tour, the Naples
Winter Wine Festival and honorable mentions on the Late Show. Through this Model X is
linked to Stephen Colbert which can translate to search and interest among the selected target
markets.

Pictured Right:
Stephen Colbert &
Elon Musk speaking
on of Tesla autopilot
feature



Source: LA Times

Source: LA Times

Pictured Left: Stephen


Colbert speaking on
behalf of Tesla

53

Facebook

Facebook is the biggest social media platform in the world and has 1.35 billion active
users (Dewey, 2014). Facebook makes it so easy for any company to market to the general
public. Since Facebook has such a range of options it is the perfect place to start for any business
or organization trying to get their name, brand, or product out there (Helmrich, 2015).
Of those 1.35 billion users, 71% of those users are adults and online, which is both target
markets, men and women aged 24 to 64 (Social Networking Fact Sheet, 2015). With Facebook
advertisements, companies are able to choose specific users to market towards, which will
increase product and brand awareness. Facebook has the ability to let the company choose who
you want to advertise to by sex, age, location and interest through likes all of which are
Facebook targeting options (Facebook Ads, 2015) . Facebook advertising also has the ability to
let you choose how much you want to fund into your ad campaign on Facebook, for this
campaign $2,000,000 will be placed into Facebook.
For the ad featuring the darker look (See Facebook ad 1), Innovative Solutions will
primarily direct these ads toward the primary target market. This selection was made because
these ads have a sophisticated and simple look, while featuring a call to action to reserve their
Model X now. In contrast the ad featuring the lighter look (See Facebook ad 2), will be targeted
toward the secondary target market. This is because it appeals to a younger audience through
the car graphic. The call to action in this ad is experience the future drawing them in to learn
more about Model X.

54

Facebook Ad 1: Primary Target Market

Facebook Ad 2: Secondary Target Market

55