Challenge

The EV market is experiencing exponential growth. However, despite this rapid expansion, there are lingering negative perceptions surrounding infrastructure and tangible challenges like range anxiety. As a result, introducing a new EV brand into the Australian market requires careful navigation through a multitude of considerations. 

Solution

iProspect devised their strategic approach, "The Time Is Now, For Future You," with the aim of utilizing media to showcase the potential future that awaits with Polestar. This comprehensive strategy urges audiences to recognize that the perfect moment has arrived to embark on their Polestar journey. By reaching them on a broad scale with captivating visual formats, iProspect captures their attention. Additionally, they invited them to contemplate their future by offering immersive and detailed media experiences that foster a sense of consideration. 

Results

Polestar achieved remarkable results during the campaign period, with awareness levels skyrocketing from 0 to an impressive 8.1%. This achievement places Polestar on par with well-established competitors who have been active in the market for two to three years longer. Moreover, Polestar not only met but exceeded their test drive target by an outstanding 300%. 

 The campaign's success is evident through significant and measurable improvements across key campaign metrics. These outstanding results have not only elevated Polestar's brand positioning but have also paved the way for ongoing success in the market.