Tesla / Literaturfest München
Briefing: Tesla Motors develops and markets high-quality electric-powered sports cars. In addition to the further development of electric drives, Tesla is also concentrating on the expansion of the associated worldwide sales and service network. For Tesla, Germany is one of the most important countries for sales and investment in infrastructure.
Approach: The task was to develop measures that generate contact data and result in increased brand awareness.
Pentaship proposed to Tesla a sponsorship performance at the two-week literature festival in Munich. The approximately 200,000 visitors of the literary festival from the value-sensitive educational middle class, which includes doctors, lawyers, decision-makers from the media professions, entrepreneurs and freelancers belong to the target group of Tesla.
Several Tesla’s were placed in front of the main entrances of the Gasteigs and the Literaturhaus to give visitors the opportunity to experience the sensational cars live. Accompanying this, online banners with announcements of the test drives were placed on the website of the literary festival and the dates for test drives were also posted on Facebook.
Results: The appearance generated a high number of contact details. In addition, Tesla increased its brand awareness in Munich and beyond. The brand appearance of Tesla at the Literature Festival in Munich will also include a Tesla shuttle service at the state reception of the Bavarian Book Prize next year.