Polestar is a luxury electric performance car brand determined to improve society by using design and technology to accelerate the shift to sustainable mobility. Emerging in the Irish market in late 2022, Polestar recognised the need to focus on brand awareness throughout 2023. Competitor EV brands were already established in the Irish market as household names.
To continue building brand awareness as an electric performance brand in ROI and drive consideration to test drive and purchase Polestar 2 model.
To communicate Polestar 2 model features and financing options including applicable EV grants, with the intention to increase sales. Launch the Polestar 3 in Q4 of the year 2023.
This call to action was supported by a series of live customer events – 4 brand awareness events and a test drive roadshow which saw Polestar 2 pop ups in 12 locations around the country. These events targeted key locations for the brand and provided potential customers with the opportunity to experience the Polestar 2 for themselves. The end of year is always a particularly competitive and noisy time for automotive brands and we needed to create a distinctive radio ad to stand out from the crowd.
We wanted to give listeners a moment of tranquillity, a moment to relax. The sounds of a Polestar car is all that’s needed to disrupt the heavy audio marketplace. We took a Polestar car out on the roads of Ireland and recorded its unique sounds – the soft indictor tick, the almost musical start up sequence, the futuristic reverse motif – and used these recordings to create a new composition. These sounds, together with the music track, were blended together in a new and unique immersive audio experience for radio listeners, that allowed them to truly experience the sound of Pure Design.
For the Polestar 3 launch, this was a campaign that was focused on minimalistic design and showing off the beauty of the car. Again, global assets were adapted for local comms, including creating assets to sit in the largest OOH space in Ireland, in bustling Dublin Airport. The Polestar 3 launch was supported by a TV advertisement, that we adapted to abide by local regulations and was broadcast at peak viewing programme times.
Aided brand awareness was at 20% in H2 of 2023, overreaching the outlined target of 17.5% in 2023. Website traffic data indicates that comms are successfully reaching the intended target audience in terms of age and affinities. The Polestar 2 radio ad was distributed amongst national and regional FM stations, as well as programmatic/digital audio.
In terms of the FM stations listeners, the reach figures were 70% of listeners hearing the advertisement 1+ times and 50% of listeners hearing the ad 10+ times.
Digital audio was distributed through two suppliers with separate targeting strategies. The first was focused on business and finance, along with automotive conversations.
With the second business and news verticals were utilised to connect with the target audience. An outstanding listen through rate of 99.29% was achieved overall between the two suppliers. Impressions for digital audio were 18% above planned at 861,719 478 additional customer test drives completed in locations outside of the Polestar Space.
Frankfort House,
Vergemount Hall,
Clonskeagh Road,
Dublin 6.
