Big Idea Test

Drive into the Future

Test Drive into the Future

Tesla currently has about 18 different test drive events for their most recently launched
Model S car in the United States (Tesla Motors, 2015). By holding a test drive event, the
consumer is able to gain one-on-one interaction with the vehicle and makes the car driving
experience much more enjoyable (Probus, 2015). Encouraging the buyer to get a hands-on
experience with the Model X will give consumers a taste of what driving one on a daily basis is
like. Because the Model X comes with so many high-end features, such as the 17-inch
touchscreen dashboard, it is important that our target market understands that this vehicle is
very different from other electric cars on the market. By driving on a variety of roads, instead of
just in the parking lot outside of the dealership, the consumer will truly understand the
experience and thrill of driving a Model X. Therefore, Innovative Solutions has decided to create
a test drive event/tour for the Model X, which will be called Test Drive Into the Future. This tour
will visit each city our primary and secondary target markets are located in: Boston, Austin,
Denver, Seattle, and San Francisco.
One of the most attractive and unique features of the Model X is its speed. One would
not be able to experience the 0 to 60 in 3.8 seconds (or 3.2 if the consumer upgrades to the
Ludicrous Speed Upgrade) just inside a small dealership parking lot or on a busy street, so being
able to take the driver out to a wide open motorway or country road will allow for the true Tesla
Model X experience. For the Test Drive into the Future event, a customized semi-truck 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, which is right outside Tesla

headquarters (Tesla Motors, 2015). The customization for the semi-truck promotional wrap
which goes around the outside of the semi-truck to show what the semi-truck is carrying cost
$4,450 for each semi-truck, per month, for three months. Five Supercharger Mobile Charging

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Big Idea Test

Drive into the Future

Stalls will also be transported to each of test drive sites to ensure all of the Model Xs stay
charged throughout the tour. Each Supercharger Mobile Charging Stall costs $35,000.
For this event/tour, Innovative Solutions has decided to partner with Xtreme Xperience,
which is a company that holds test drive events at thirty different tracks all across the nation so
people can drive an exotic car off their bucket lists (Xtreme Xperience, 2015). Xtreme
Xperience is the nations premier supercar driving experience company, and they will help with
the production of the Test Drive into the Future event/tour. By teaming up with Xtreme
Xperience, we are able to have access to specialized driving tracks ideal for vehicles like the
Model X, the safety measures accounted for on the tracks, and staff. We have taken into
consideration that the launch of the Model X will be around the times of the tour so ensuring
there was enough trained staff available was vital. There will be Tesla employees in the vehicles
with those test driving the Model Xs, but the Xtreme Xperience team will handle safety aspects
outside of the car if need be.
The first stop on the Test Drive into The Future tour is Boston, Massachusetts.
Unfortunately, automobile race tracks are not common in the state of Massachusetts so we had
to get creative with the use of a venue. Since Bostonians are very passionate about the New
England Patriots, University of Massachusetts, and the New England Revolution MLS team, we

59

Big Idea Test

Drive into the Future

chose to have the first test drive event at the Gillette Stadium where all of these organizations
play (Gillette Stadium, 2015). This stadium is located at One Patriot Place Foxborough, MA 02035
which is about forty minutes away from where our target market mainly lives in the Back Bay
area of Boston. According to the Gillette Stadiums website, there are more than twice as many
parking spaces in Gillette Stadiums parking lots as there are parking meters in all of Boston. The
venue also includes access to the Putnam Club, Lounge, and Atrium where Tesla vehicles can
also be parked for guests to continue looking at.
The tour will continue in Austin, Texas at the Driveway Austin track. Driveway Austin is
located at 8400 Delwau Lane, Austin TX 78725 (Driveway Austin, 2015). Driveway Austin is a
motorsports training, development, and vehicle showcasing complex located in the heart of
Austin, Texas. Its Grand Prix course has extreme elevation changes, signature corners, extensive
training facilities, and an F1 caliber track that weaves its way through canopies of trees alongside
the Colorado River. The Grand Prix course includes a 2500 straight away which is a great
distance for the driver to experience 0-60 in 3.8 seconds.
Denver is the next city that will be able to experience the Test Drive Into The Future
event. The test track at the Pikes Peak Intl Raceway is located at 16650 Midway Ranch Road in
Fountain, CO 80817 (Pikes Peak Raceway, 2015). Although it is about an hour and a half outside
of the city of Denver, it is in a prime location with its quick access to the Colorado Springs and
attractive views of Pikes Peak (Fountain Colorado, 2015). The Pikes Peak Intl Raceway is a

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Big Idea Test

Drive into the Future

raceway that Xtreme Xperience races at frequently. It is 1.3 miles long with 9 turns and a one
thousand foot straight away.
Heading north to the ProFormance Track in Seattle, Washington is the fourth stop. It is
located at 31001 144th Ave. SE in Kent, Washington 98042 (ProFormance Track, 2015). It is
located just thirty minutes outside of the city of Seattle so those attending the event will most
likely be able to return home immediately after instead of making hotel arrangements.
Specifically, the track we will be using is Pacific Raceway. This track includes major elevation
changes surrounded by woods (ProFormance Track, 2015). The 2.25-mile track has nine turns
and the longest straight away is 900 feet.
The Test Drive into the Future will end in the Sonoma Raceway in San Francisco, which is
right in the backyard of Teslas headquarters in Fremont. Sonoma Raceway was built in 1968 and
has held amateur and professional SCCA road races, AFM motorcycle racing, sports car events,
vintage cars, NASCAR, INDYCAR, NHRA drag races and many other events (Sonoma Raceway,
2015). It is a twisting 2.52-mile road in the middle of Sonoma Wine Country. It has 12 turns and a
quarter-mile drag strip carved into the rolling hills. This track also has over 160 feet of elevation
change.
Innovative Solutions has decided that we will invite exactly 150 people to the Test Drive
Into the Future event/tour. These 150 people will be broken down by inviting 30 people from
Boston, Austin, Denver, Seattle and San Francisco. We are also taking into consideration that

61

Big Idea Test

Drive into the Future

most people invited will want to bring a guest, so there will be a grand total of 300 people
directly experiencing the Test Drive Into the Future.
When sending in their RSVPs, attendees they will be able to choose a time slot for their
test drive. The time slots will be 8:00-9:30 a.m., 10:00-11:30 a.m., 12:00-1:30 p.m., 2:00-3:30
p.m., 4:00- 5:30 p.m., and 6:00-8:30 p.m. The hour and a half time slot includes a two guests to
one Tesla Product Specialist informational overview of the Model X and a one hour driving time
slot so each guest can experience driving the Model X around the track for half an hour each.
From this information we have decided that we will need 10 Model Xs. The Model Xs, numbered
1-10, will be rotated out for every round of test drives. For example, during the 8:009:30 a.m.
time slot, Model X cars 1,2,3,4, and 5 will be in use while 6,7,8,9, and 10 will be charging. Then
during the 10:00-11:30 a.m. time slot, Model X cars 6,7,8,9, and 10 will be in use while Model X
cars 1,2,3,4 and 5 are charging. There is half hour spacing in between each time slot for technical
issues or complications.
Dailey informed us that we have people who drive over three hours to come to these
test drives even though it is at their closest Tesla store and they only get to experience it for
about an hour (Ian Dailey, 2015). By also taking this into consideration, we believe that people
would be more than willing to drive a little further to get to these test drive events even if they
dont live close by.
The people who will be invited to the Test Drive Into the Future will mainly be those
within our primary (affluent 45 to 64-year-old men and women in San Francisco, Seattle, Boston,

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Big Idea Test

Drive into the Future

and Denver) and secondary (affluent 25 to 44 year-old men and women in San Francisco, Seattle,
Boston, Denver, and Austin) target market. In addition we will invite a very small handful
(roughly 2 to 5 per city) of younger bloggers and Viners. Since these are the people in our
secondary target market who will be additionally spreading their experience over their online
blogs and social media accounts, we will receive additional reach to others outside of the event.

63

Big Idea Test

Drive into the Future

Transport Trucks

For Model X, the trailer van will be transporting the vehicles. Since the primary color used
in the creative will be black, the trailer van advertisement will be fitted with a pre-press creative
to allow for maximum bleed. For production purposes the creative will be placed on a stretch
vinyl which allows for a seamless, coated vinyl substrate stretched over external framing on the
vehicle sides. Since the truck will be used for out of home advertisement, the coloring will be
solvent-based, and UV-formulated outdoor inks in order to sustain the outdoor climates.
In order to create interest, Innovative Solutions has decided to stick with a dark look to create a
sense of curiosity. The black with the merging white falcon wings allows for the viewer think
about what Plugging into the Future entails. This truck advertising will run for 6 months and
will be a grand total of $26,700.

64

Big Idea Test

Drive into the Future

Invitations

The Model X is truly a one-of-a kind in the luxury SUV category. For this reason,
invitations needed to be classic and enticing. With this using sophistication and a simple but
powerful color pallet was essential to lure the target market. This invitation includes the
essential who, what, and when. The language used is also key to the invitation due to the target
market chosen to receive it. For the graphics for these invitations the Model X, with the open
Falcon Door was used on the cover while a clean version of the entire car was used on the inside
on the invitation. Since the Model X can do 0 to 60 miles per hour in 3.8 seconds, tire tracks
were also incorporated into the invitation.


Front Cover of
Invitation





Back Cover of
Invitation

65

Big Idea Test

Drive into the Future

Each person/couple, will get a number in which explains which time their test drive is.
When they are sending in their RSVPs they will be able to choose a time slot for their test drive.
The time slots will be 8:00-9:30 a.m., 10:00-11:30 a.m., 12:00-1:30 p.m., 2:00-1:30 p.m., 2:003:30 p.m., 4:00- 5:30 p.m., and 5:30-7:00 p.m.. The hour and a half time slot includes a 2 guests
to 1 Tesla Product Specialist informational overview of the Model X and one hour driving time
slots so each guest can experience driving the Model X around the track for half an hour each.
From this information we have decided that we will need 10 Model Xs. The Model Xs,
numbered 1-10 will be rotated out for every round of test drives. So for example, during the
8:009:30 a.m. time slot, Model X cars 1,2,3,4, and 5 will be in use while 6,7,8,9, and 10 will be
charging. Then during the 10:00-11:30 a.m. Model X cars 6,7,8,9, and 10 will be in use while
Model X cars 1,2,3,4 and 5 are charging. There is half hour spacing in between is for technical
issues or complications.
Dailey informed us that ...we have people who drive over three hours to come to these
test drives even though it is at their closest Tesla store and they only get to experience it for
about an hour. By also taking this into consideration, we believe that people would be more
than willing to drive a little further to get to these test drive events even if they dont live close
by.
The people who will be invited to the Test Drive into the Future: Model X Tour will mainly
be those within our primary target market. Specifically we will invite the affluent lawyers,
doctors and large company executives in the specific city where the event is taking place. In

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Big Idea Test

Drive into the Future

addition we will invite a very small handful, maybe about 2-5 per city, of younger bloggers and
viners within our secondary target market. Since these are the people in our secondary target
market who will be additionally spreading their experience over their online blogs and social
media accounts, we will receive additional reach to others outside of the event.

Sonoma Track

67

Vehicle Brochures

Vehicle Brochures are largely used as afterthought tangibles to complete the buying
experience. Such vehicle brochures include a large array of pictures depicting the car in a variety
of poses and settings. Making the purpose of the brochure largely emotional. In essence the job
of the brochure is to keep the dream alive, to make the car as real as possible in your
imagination. Through the pages one can imagine themselves driving through the sceneries while
discovering the hidden treasures the car has to offer.
In terms of overall satisfaction some brochures bring the customer back to the
showroom while others do not. This is due to overall pre-to-post shift in purchase consideration
which include the mixture of visuals. The vehicle brochures are extremely cost effective with a
price of $26.28 each (Shutterfly, 2015).

Front Cover & Back Cover

68

Inside Full Cover Spread

Inside Spec Full Spread 4 &5

Inside Spec Full Page 6 & 7

69

Inside Spec Full Page 8 & 9

Inside Spec Full Page 9 & 10

Inside Spec Full Page 10 & 11

70

Augmented Reality

In each of our targeted cities, an augmented reality will be placed in busy, high-end
shopping areas. In San Francisco, augmented reality will be placed in Union Square. This is an
outdoor square in the heart of downtown San Francisco. It attracts 65.2% of those that visit San
Francisco. With high end shops and big brand stores, Union Square is the perfect place to reach
both our primary and secondary target market; those aged 25 to 64 (San Francisco Travel,
2015). For each city, augmented reality advertising costs $100,000 and will run during the
months of December 2016 and January 2017.
Assembly Row in Boston which consists of an outdoor shopping plaza, apartments,
eateries and office space, is the perfect area for Teslas augmented reality. There is constant
pedestrian traffic and the events that are hosted at Assembly Row have attracted over 18,000
guests (Milnes, 2014). Our secondary target market, which are those aged 25 to 44, have moved
into the neighborhood. Placing the augmented reality advertising in this area will allow the
objectives that have been set for this campaign to be reached.
Pacific Place, located in downtown Seattle, is an upscale shopping center. Many people
that are going downtown to eat, see a movie or go shopping are most likely to park at Pacific
Place, which is increasing pedestrian traffic even more. Our secondary target market, those
aged 25 to 44, are the main shoppers at Pacific Place (Seattle Facts, 2015). By placing Teslas
augmented reality in Seattles Pacific Place, this will allow the objectives set for this campaign to
be reached.
Denvers Cherry Creek Mall, is an outdoor upscale shopping center located just about
three and half miles southeast of downtown Denver. With various shops and many eateries,

71

Augmented Reality

Cherry Creek is one of the Rocky Mountains most exciting shopping environment. With the
environment that this shopping center provides, both our primary and secondary target market,
will be seen walking around, shopping and eating here (Denver, 2015). Placing augmented
reality advertising in this area, will allow the objectives that have been set for this campaign to
be reached.
Arboretum at Great Hills located in Austin, Texas is a unique
high class shopping center. This mall is designed in a park like setting,
surrounded by upscale apartments. Many guests come to Arboretum
at Great Hills to enjoy a day of shopping, eating, people watching and
more. This outdoor shopping center is a place where our primary
target market, those aged 45 to 64, can be found spending a day enjoying and relaxing (About
the Arboretum, 2015). By placing Teslas augmented reality advertising in Arboretum at Great
Hills, the objectives that have been set for this campaign will be reached.
xWindow

A window into the future is Model Xs version of showcasing the vehicle through new
forms of advertising. Model X, is a futuristic vehicle that dominates the SUV luxury category, and
with that the futuristic xWindow does the same. The Model xWindow digitally transforms
passing cars into the Model X and showcases Teslas vision for the future of mobility. Using
digital projection and motion detection technology a window is transformed to turn passing cars
into the Model X. This is done through the use of 80,000 lumens, three cameras and a car
tracking application.

72

Augmented Reality

As vehicles pass by, the car tracking application picks up the motion and reflects the
Model X through the 80,000 lumens and three cameras. Through this passing vehicles can view
their car as it transforms into the Model X in real time.

73

Naples Wine Fest

The Naples Winter Wine Festival is ranked among the top 10 arts and entertainment
events for wealthy Americans. This ranking by the Luxury Institute is based on exclusivity, quality
and prestige. Since 2004, the festival has earned the distinction of being one of the most
successful charity wine auction in the nation according to Wine Spectator (Naples Wine Fest,
2015). With wealthy Americans being the target market that Naples Wine Fest attracts, our
primary Target Market of affluent 45 to 64 year-old men and women are a part of that market.
In order to be able to reach this market in an organic way, sponsorship of this event by Model X
became the perfect solution.
Proceeds from the festival benefit the Naples Children & Education Foundation, whose
vision is to make a profound and sustaining difference in the quality of childrens lives. NCEF is
committed to supporting charitable programs that improve the physical, emotional and
educational lives of underprivileged and at-risk children in Collier County. Since its inception in
2001, the Naples Winter Wine Festival has raised more than $135 million for children in need.
(Naples Wine Fest, 2015).
The vision of Naples Winter Wine Fest was based on creating an exquisite event, with
proceeds benefiting local charities that assist underprivileged and at-risk children. These two
goals drive the trustees to ensure the festival is a huge success, with a significant impact on the
quality of life for our communitys most vulnerable children.
This exquisite vision, also reflects the vision of Innovation
Solutions in exhibiting the Model X in an exquisite way.

74

iPad Mini 2

Pearl Brands, a full-service creative advertising and digital agency is located in Fort
Myers, FL and quote often tailors every solution specifically to build brand(s), (Pearl Brands,
2015). In a recent case study, they came across in the need of a unique pitch to keep Bayliner
Boats on their client list. They decided that while Phone calls can be ignored. Emails and mailed
letters requesting an appointment might never get read. Dimensional direct marketing packages,
if done well, simply do not get ignoredregardless of how busy someone might be. Their
solution was to create an app-driven video on a custom-programmed iPad, (Pearl Brands, 2015).
By also including a sleeve around the iPad box, it shows customization for the brand and carries
a claim and be translated to a business proposition recipients could not afford to ignore,
(Pearl Brands, 2015).
Model X is SUV of the future. It encompasses the future of mobility by combining it with
innovative technology. With that in mind, finding a new and creative solution to the standard
invitation was a must. The solution? iPads. The iPad mini 2 for this creative invitation is just the
right size with a 7.9-inch retina display and weighing in at only .75-pounds (Apple Compare,
2015). The use of this interactive technology allows for a different approach to engaging the
consumer.
On the iPad, the welcome background will be the Model X with the copy, Plug In. Here,
on this first page, a single app will be displayed. Using the lock settings, no other apps will be
displayed on the iPads in which the viewer will only have the option to click on the Model X app.
This application features an array of photos of the Model X in a variety of settings. Through these

75

iPad Mini 2


pictures, specifications of the vehicle will be included, giving the viewer the needed information
to continue scrolling through the multiple slide functions.
These iPads will be mailed to those 2,600 customers that bought Teslas Model S in 2012
(Voelker, 2014). 2012 Tesla Model S owners were chosen because it is said that the average
time for a new car trade in is between 47 and 56 months (Kelley Blue Book, 2012). The total cost
of these iPads will be $734,362,
which averages the iPad mini 2 to
$269 each (Apple, 2015).

Budget

76

77

Budget

Flight Plan

78

79

Control &
Implementation

Tesla used to have a Chief Marketing Officer, Simon Sproule, but he left the company in
October 2014 (Stein, 2014). Due to the lack of a clear and consistent marketing department or a
Chief Marketing Officer for Tesla, we suggest hiring Innovative Solutions to appropriately
implement and measure the success of this campaign.
The first objective of our campaign is to increase the awareness of Teslas Model X
among our primary target market (affluent 45 to 64 year-old men and women in San Francisco,
Seattle, Boston, and Denver) from 45% to 81% by December 31, 2016. To do this, we will
conduct an awareness survey similar to the one we made prior to this campaign (see Appendix
A). We will use the same questions and sample size as in our original survey. This way, we can
track changes in awareness and be able to assess the success of the campaign. Besides testing
the recognition and awareness of the Model X, one important additional question Innovative
Solutions will ask is through which media channel(s) the person has heard about the Model X, if
they have not heard about the Model X before our campaign starts on September 1, 2016. This
question is vital and will directly show the effectiveness of each media strategy.
The second objective of our campaign is to increase the awareness of Teslas Model X
among the secondary target market (affluent 25 to 44 year-old men and women San Francisco,
Seattle, Denver, Boston, and Austin) from 31% to 67% by December 31, 2016 (see Appendix B).
Our agency will also hold awareness surveys each month in order to track the change of
awareness within the secondary (and primary) target market; the procedure for these surveys
will be the same as for the first objective (see above).

80

Control &
Implementation

Our third objective is to 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,
Denver, Boston, and Austin) target market from 38% to 74% by December 31, 2016 (see
Appendix C). Innovative Solutions will make sure that this objective is met through once again
through surveying our primary and secondary target markets after the campaign has ended
using the same survey we conducted prior to this campaign (see Appendix C). In addition, the
amount of people who attend the Test Drive into the Future event will directly show how much
interest in test drives there is for the Model X. The control and implementation of each strategy
and tactic is crucial to ensure that Tesla meets the stated objectives for their Model X. We
believe that these suggestions are a great way for Tesla and our agency to effectively track and
measure the results of this campaign.

81

Conclusion

Innovative Solutions truly believes that the campaign outlined in this book addresses
both target markets appropriately and provides an integrated marketing communication focus
for Teslas Model X. The theme that leads this advertising campaign is sophisticated, futuristic,
and exhilarating. The campaign triggers and relates these feelings and emotions to the Model X
and brands it as the car that will plug you into the future. By creating a new slogan, and including
it in luxuriously simple and uniform advertisements, we have created a cohesive campaign
design. The overall design has a sleek and luxurious tone, and will attract both primary and
secondary target markets. It is more unique and futuristic than any of the Model Xs current
competitors advertising campaigns and will lead to exponential growth of the Model X in the
near future. We hope to have inspired you throughout the layout of this campaign and
recommend implementing the different media strategies and tactics we have presented.
Innovative Solutions campaign will not only lead to higher awareness within both of the Model
Xs target markets and increase interest in test drives, it will also implement greater reach and
brand identification nationally.
Together, we can

Plug into the Future

82

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Appendix A


Primary Target Market Awareness Survey

1. How old are you? ______________

2. What is your household income? __________________

3. What car do you currently drive? _______________________

4. Please rate what is most important to you when purchasing a car:

-Price ___ -Room for family members _____ -Safety features ________ -Gas mileage____
-Speed/MPH ____

5. Have you heard of Tesla? _____

6. What do you think about Tesla as a company? _________________________

7. What do you think about Teslas cars (Model S and Roadster)? _________________________

8. What is one thing stopping you from purchasing a Tesla?

a. Price b. Charging Stations c. Appearance d. Other: ________ e. I currently own a Tesla

9. Have you heard about Teslas Model X? __________________

10. What are your thoughts on this car? _____________________________________________

*This survey was conducted in-person.

101

Appendix B

Secondary Target Market Awareness Survey

1. How old are you? ______________

2. What is your household income? __________________

3. What car do you currently drive? _______________________

4. Have you heard of Tesla? _____

5. What do you think about Tesla as a company? _________________________

6. What do you think about Teslas cars (Model S and Roadster)? _________________________

7. What is one thing stopping you from purchasing a Tesla?

a. Price b. Charging Stations c. Appearance d. Other: ________ e. I currently own a Tesla

8. Are you interested in a car that fits up to seven people? _____________

9. Please rate what is most important to you when purchasing a car:

-Price ____ -Sound system _____ -Safety features ________ -Gas mileage____ -Speed/MPH
____

10. Have you heard about Teslas Model X? __________________

11. What are your thoughts on this car? _____________________________________________

102
*This survey was conducted in-person.

Appendix C

Interest in Test Drives Survey

1. How old are you? ______________

2. What is your household income? __________________

3. What car do you currently drive? _______________________

4. Have you heard of Tesla? _____

5. Have you heard about Teslas Model X? __________________

6. Would you be interested in test driving this car?
_____________________________________________

7. Would you go to a test drive event for this car? _____________

*This survey was conducted in-person.