Tesla Model 3 : The Grand India Launch

Launch Plan Objectives

Create
Awarene Positioni
Establish Tesla
awareness
ss ng
Model 3 as the
about the only ELECTRIC
brand Tesla & luxury car that
its eco-friendly drives itself
vision &
mission

Call to
Action
Get the right
audience to
register for a
test run
 Product Specifications

350 KMs on a single charge

0 100 kms/hr in under 6 secs

Seating for 5 people

5 star safety Rating

Auto-pilot Hardware

Supercharging
 Defining the Target Audience

Name Rahul Roy

30 years Age

Education
Bachelor in Mass Media, Masters in Management Studies

Sr. Marketing Manager, MTV - Viacom 18 Job

Monthly Income 2.5 lacs

 Defining the Target Audience

Address Pali Hill, Bandra (West), Mumbai

2014 Toyota Camry XLE HybridPresent Car

Personality
I never follow the herd. I always lead from the front
Statement

Maintain the perfect work-life balance

Lifestyle Mantra

HobbiesBuying designer watches, Socializing, Working out.

 Key Insights into HIS mind

Pride is a state
All that glitters of mind.
is gold!

Change is not
just
constant but
necessary.
Umbrella Campaign for Tesla Model 3

A GREEN Technology
that drives you...
 BTL Activities

A national Ads talking Planted stories

level about Teslas regarding Tesla
Tech bloggers
conference meet Facebookmission
& Twitter Ads & its CEO Elon
Public Relations
with 50 regarding Musk in highly
Tech sustainable targeted print
bloggers of energy & digital
top 8 metros mediums
Association
with Mall Activation &
Celebrity Endorsement
celebrities in On-ground Event
Corporate
the social Cyclothon
work space
like Rahul
Bose & Milind
Soman
 ATL Activities

A 25 sec A 15 sec
commercial Full front commercial for
Television Advert
for Tesla page Ads
Print to
Advert Tesla Model 3
Radio adverts
Model 3 invite for a registrations
registrations test run of open campaign
open Tesla Model
campaign 3
Hoardings at
key locations,
Hoardings
the DigitalGoogle
promotions
illumination of Adwords
which is solar
powered
 Teaser Campaign

Corpor Social
Press Mall
ate media
conf. &
Cycloth Activatio Advert
release
on s
n s

Organise a cyclothon targeting
the right corporate audience in
different cities on the occasion
of World Environment day.
Funds raised will go in handing
out solar lamps to people in far
out villages of India.
Introduce Tesla Model 3 at the
finish line with the underlying
message Why do it (zero
emission) just one day when
you can do it everyday?
Medal of honor presented to
successful finishers
Eco friendly Tesla Souvenirs
booth set-up too
Invite 50 top tech
bloggers/journalists from
top 8 metros for a national
conference regarding
Teslas upcoming launch
Give them a feel of the
Model 3 which will result in
reviews of the vehicle
across blogs & publications
Plant Stories about
Sustainable energy & its
future with quotes by Tesla
CEO around environmental
week
Activations across Featured Ads talking
major malls in top 8 about Teslas green vision
metros with first look of & mission with a slight
the Tesla Model 3. preview of its latest
Local celebrities go live offering Model 3
from the activation Eye catching captions like
area. The fastest way to Zero ,
Virtual test drive Going green has never
arranged at the kiosks. been so luxurious, etc
 Registrations Open
TV Print
Advert Adve
rt
Duration : 25 secs
Shot 1 : Tesla factory shots
Shot 2 : Model 3 driving
through the city
Shot 3 : It comes to a halt right
outside a plush residence. A
suave person steps out from
the rear door & the camera
focuses on the driverless seat.
VO : When we started out, we
were driven by the idea of
building a revolutionary
machine that was not just
green but also a lavish dream.
A machine that was ahead of
its time yet answered the most
pressing questions of our
times. With the Model 3, we out
Campaign
Hoardi
ng
Advert
The front page will have
news articles regarding
Teslas innovation & how its
making customers happy
globally along with some
bytes from Elon Musk
CEO, Tesla (vision of
harnessing sustainable
energy).
The back page to have a
full blown image of Model 3
in green lushes (India
launch). Caption: A Green
Technology that drives
you Tech
Innovation/Features
mentioned (Auto-Pilot &
Electric motor highlighted)
Radi
o
Adve
rt
Full blown image Model Duration : 15 secs
3 with illuminated VO : When we started out,
wings we were driven by the
Caption below : Green idea of building a
Technology that drives revolutionary machine
you that was not just green
Caption on top : Tesla but also a lavish dream.
Model 3 with Auto- With the Model 3, we out
pilot. Registrations deliver on each of our
open promise. Give a missed
call on ____ for a never
before Auto-pilot
experience. Tesla A
Green Technology that
drives you
 Campaign Timeline

Duratio
Date Activity n
1st Start seeding environmental day stories with Tesla's
June launch mention 1 week
1st
June Social Media promotions 2 weeks
3rd
June Mall activations 2 days
4th
June Press Conference 1 day
5th
June Corporate Cyclothon 1 day
5th
June Launch ATL activities 4 weeks