Electrified momentum
Polestar, a design-focused electric car brand, entered the Canadian market with a direct-to-consumer approach. Recognizing the importance of in-person experiences for car buyers, Polestar Spaces were established in Vancouver, Montreal, and Toronto.
Background
There’s something about a fresh start that speaks to optimism. A blank canvas where you could paint a new image of the future while harnessing your Scandinavian heritage and love of minimalist design.
As sustainability began to shift into mainstream conversations, Polestar was created from the ground up as a design-focused electric car brand to deliver an inspired driving experience with a brain powered by Google.
Arriving in Canada at the turn of the decade as the newest premium offering, the brand launched with a direct-to-consumer sales process.
Challenge
They knew that while consumers have a growing appetite to shop online, buying a car for most Canadians requires the opportunity to experience it up close. Polestar Space retail locations in Vancouver, Montreal and Toronto were key parts of the market launch.
Given that most had yet to see a Polestar in person — and we were amid a global pandemic — moments of intersect were required to provide opportunities for consumers to experience the brand in their neighbourhood at their convenience.
Challenge
They knew that while consumers have a growing appetite to shop online, buying a car for most Canadians requires the opportunity to experience it up close. Polestar Space retail locations in Vancouver, Montreal and Toronto were key parts of the market launch.
Given that most had yet to see a Polestar in person — and we were amid a global pandemic — moments of intersect were required to provide opportunities for consumers to experience the brand in their neighbourhood at their convenience.
Solution
Launching in Quebec, we introduced Polestar @ Home where prospects from within 60 minutes of the Polestar Space location were invited to schedule an at-home test drive experience of their choice of Polestar 2 models. Each were provided access to a scheduling portal from their preferred device with the 7 Communications team providing additional concierge support to ensure the most frictionless experience and accommodate each scheduling deviation. Building on the success in Quebec and the volume of leads incubated, the program quickly expanded west to Toronto and Vancouver.
Results
As consumers started to spend more time out of home, we also launched a national tour in parallel to reach consumers at targeted EV shows and shopping malls across the country.
Test Drives
Asked to continue the conversation
An interactive display gave many customers their first up-close-and-personal experience of the Polestar 2, where they could explore the vehicle, speak to a Product Specialist, and reserve their first Polestar test drive directly at the EV show, mall or at home.
Core Contributors
