Purpose of Campaign

Promote preorder signup for a new electric car model.

Context

Electric car sales in Europe are growing as consumers seek to shrink their carbon footprint and benefit from government incentives to switch to greener models. As an electric car maker, you want to capture the consumer’s imagination by creating a Tesla-like aura around the release of new models.

To do that, companies can encourage vehicle pre-orders while keeping as many product details under wraps as possible. A campaign like this, needs to home in on consumers who have the necessary financial resources and commitment to electric car technology to take such a leap of faith. Identifying those characteristics will be the central challenge of this campaign.

Audience

Electric car enthusiasts who have a need for a car, and have the financial resources to commit to an electric one sight unseen.

Targeting Strategy

Digiseg will create a custom audience for campaign designed to target consumers who already have a vehicle – a clear indication that they need and use a car on a regular basis. Given the limited range of most electric cars at present, we also focus on consumers who live in suburbs and cities, where the distances they drive are shorter and charging stations are more plentiful. Additionally, we include those with a high tech-level as those are more likely to not be intimidated by electrical vehicles.
Finally, we focus on the top 40% of the wealthiest households as they are the consumers most likely to preorder a vehicle without test driving it first.