Switzerland is 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.

This is a 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 directly to a very specific audience: the drivers of the only competitor Porsche has in the E-sports car segment. Right in their cars.

The idea is developed from a technological-insight: We took Tesla’s unique screen sizes, Tesla’s operating system and their internet connection. The combination of these data enabled us to detect and play out our ads only and exclusively in Tesla Cars on Tesla Screens. Once drivers switched from touch operation to their favourite dailies, we surprised them with a message as tailor made as the media booking.

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 and combined it with their unique OS. By doing so we were able to play out ads with a tailor made message ONLY in Teslas!

The idea is developed from a technological insight: the screens used in Teslas are 12.3, 15 or 17 inches big, creating a unique size & format that, together with detecting their operating system, enabled us to know exactly, that our ads would only be seen by the targeted Tesla-Drivers. And only for them our message was crafted as well.

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.

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.

The campaign ran between 01.09.2021 and 30.09.2021 and this only 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 specific screensizes of Teslas and combined it with their unique OS. By doing so we were able to play out ads with a tailormade message ONLY in Teslas!

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 x 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 and combined it with their unique OS. By doing so we were able to play out ads with a tailor made message ONLY in Teslas!

100% Targeting achieved.

Teslas targeted: 20.000

Ad Impressions: 27.668

Clicks on ¨Buy Now¨ : 135

Media-Budget: 10.000 CHF