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| Date post: | 11-Apr-2017 |
| Category: |
Marketing |
| Upload: | jens-munkeby |
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Background & Challange 3
Brief summary 4
Pod features 5
Powerwall features 6
Audience 8
Stratedgy 10
Vision 13
Pod placements 14
Content
BackgroundThe launch of the Tesla Model S took the world by storm. The automobileindustry noticed how people were lining up to buy an expensive car with a short range and a questionable quality record. Tesla was the first company to produce electric vehicles that were both viable and attractive, prompting comparisons between Tesla founder, Elon Musk and visionaries such as Henry Ford and Steve Jobs.
The challange • To increase public interest in the Powerwall.• To strengthen the image of Tesla as a visionary company that puts out products that change the world.
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Brief summary The launch of Powerwall didn’t gain the media attention it should have. We believe the lack of public interest can be ascribed to how the product was positioned.
At the launch the Powerwall was presented as a “Home battery.” A product with a range of possible uses but the most articulated was its ability to save a homeowner money using solar panels or electricity from the grid. Though these uses are rational, they failed to evoke an emotional response making the product seem smart but not cool. As a consequence media quickly turned its eyes elsewhere and the general public forgot about the Powerwalls existence.
Strategy Our strategy is to spark imagination around the possibilities of grid independent electricity establishing the Powerwall as a transformative product. One that marks the beginning of sustainable and appealing future.
CampaignThe campaign is centered around a concept we call Anywhere. A vision in which The Powerwall plays a key roll as it enables humans to live comfortably with access to electricity even in the most remote places without harming the environment. To embody this vision we will build a number of fully functional Tesla Pods.
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Pod features The Pod is four-wall prefab structure that is easy to move and setup anywhere with-out having to connect to traditional infrastructure. The Pod is powered by a Tesla Powerwall that is connected to source of renewable energy i.e. solar panels or wind turbines. The Pod’s interior and exterior design reflects the nature surrounding it and the needs of those who are likely to live in, or visit the Pod. Modern water and sew-age technology will enable the pod to be fully functional anywhere while broadband will be supplied though 4g or satellite connection.
Take away By building a number of fully functioning Pods we hope to generate publicity and start a conversation about the future of sustainable living—a future, which the Tesla Powerwall has made possible.
ExampleThe Prism, a Pod placed in an off-piste ski area has been fitted with speakers, wifi, a hot chocolate maker and a microwave, waiting for a group of tired ski-bums to relax in one of the Fatboy sofas placed on the Pod’s wooden deck. They can enjoy a cup of hot chocolate listening to music coming out of the wifi speakers while charging their devices. Or, if it’s too cold they can all sit inside admiring the beautiful landscape resting tired feet after hours in tight ski-boots.
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Powerwall featuresThe Powerwall is a rechargeable home battery primarily intended for hous-es powered by solar panels. The battery is used to power the house during hours without sunlight. A secondary use is for homes without solar pan-els, the Powerwall can automatically charge itself during off-peak hours so homeowners can avoid peak charges and restrictions.
Capacity The Powerwall holds 6,4 kWh which is enough to power a home for an en-tire night or to be used as an emergency back up. Multiple Powerwalls can be installed together creating greater capacity.It weighs about 220 Lbs and measures 51.2” in hight, 33.9 in width and 7.1 in depth.
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SpecificationsTechnologyWall mounted, rechargeable lithium ion battery with liquid thermal control.
Model6.4 kWh
Price$3,000
WarrantyTen years
Weight220 lbs / 100 kg
Dimensions51.2” x 33.9” x 7.1”
Target Audience
PsychographicsTheir interest in environmental questions has more to do with the excitement they feel about new technology than the preservation of earth itself. They would describe their taste as sophisticated and educated, thoughtful and considerate. They are early adopt-ers as they value the feeling of being first to know about the latest in technology and design. When they consider between which product to buy the history and philosophy behind the products design is just as important as its functionality, every object they own has rich story to motivate its existence. When traveling they prefer to stay at a small interesting design hotel rather than a big five star Sheraton. They keep themselves updated on news about tech and startups as they like the idea of being close to the fu-ture. They enjoy spending their spare time outdoors engaging in activities such as skiing, hiking, or jogging.
MBA from a top schoolImportant job in a successful company
High income 100kOwns a house Owns a Car
End user of Powerwall
Demographics
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StrategyTo showcase the possibilities of being disconnected from the power grid.Relaunching the Powerwall as a product for futurists. Justify a purchase by adding cool-factor and idealistic points (be on the edge of the future).
TacticsBy creating a number of Tesla power-installations we hope to showcase the possibilities grid independent electricity provides. In a compelling way we will demonstrate how Tesla enables man to fully integrate with nature.
PurposeTo increase unpaid media coverage and to stir a discussion about the future of sustainable living in which Teslas will play a very important roll.
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“Disruptive technology should be framed as a marketing challenge, not a technological one- Clayton M. Christensen
”
VisionThe Tesla Pod is a prefabricated portable pod that can be easily transported and installed anywhere without having to connect to infrastructure. The pod is powered by a Tesla Powerwall that is connected to source of renewable energy like solar panels or wind turbines. The pod will be fitted with the latest water and sewage technology enabling the pod to be fully functional any-where. Broadband will be supplied through satellite or 4g coverage depend-ing on the Pod’s location.
Addendum
Portable
Easy to set up
Self sustainable
Low maintenance
4g/satellite connected
Air conditioning
Can be used without connecting to
traditional infrastructure.
Product attributes
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Cottage PodA Tesla Pod will be placed in a forest serving as camper’s connection to mod-ern civilization. Inside the Pod there will be a small bathroom fitted with a toilet and a shower—allowing sweaty campers to wash away the smell of soil and campfires with warm water. Ceiling-mounted hooks can be used for hammocks or to air out a damp tent. The Pod’s waxed-fabric awning above repels rainfall while the wooden floor extends into nature creating a dry spot for campers to rest. Internet could be accessed only after turning on the wifi and entering a long purposely complex passcode.
Pod placements
ShelterOn a wide beach battered by strong winds three Pods are placed forming a V. The walls are shielding from the cold dusk winds taking all the warm light with it. Inside one of the Pods there is a warm water shower next to a sauna. Through the over-sized picture windows one can see the storming sea from a comfortable distance drinking a cold beer. Between the pods rope is sus-pended. It’s used to pull out a roll o sailing cloth protecting the wooden deck and the Fatboy sofas from the strong sun. On the roof of two pods solar cells and wind turbines are installed. On one is a wooden deck serving as a look out post.
OutpostOn a flat African savanna two pods are placed next to each other.The Pod acts as an outpost for park rangers monitoring wildlife and watching out for poachers. Inside the Pod park rangers store water and food supplies. There is also GPS receivers used to track animals and satellite internet con-nection. On the roof is a observation tower used by researchers and wild life photographers. Adjacent to the outpost is a landing strip for drones and light aircraft.
VisionTesla PodTeslas Pod is a prefabricated portable pod that can be easily transported and installed anywhere without having to connect to infrastructure. The pod is powered by a Tesla Powerwall that is connected to source of renew-able energy e.g solar panels or wind turbines. The pod will be fitted with the latest water and sewage technology enabling the pod to fully functional anywhere. Broadband will be supplied through satellite or 4g coverage de-pending on the Pod’s location.
PurposeTo increase unpaid media coverage and to stir a discussion about the future of sustainable living in which Teslas will play a very important roll.
