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As The Verge 2018 states, Tesla has been the pioneer among competitors by applying high levels of technology into solving environmental problems. Competitors have been behind in terms of high technology and environmental responsibility, however present an advantage over Tesla in reasonable prices and pre-established brand loyalty. Most of their competitors are hybrids at the moment. As Tesla releases its newest product a SUV Model X, we see the need to concentrate on the art of high technology for environmental benefit which we turn into a unique selling point. 

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“A silent statement” is the campaign tagline which drives the idea that change can be started by individuals without being loud. Our campaign delivers on the pure innovation of the Model X with a silent electric engine. Through this Tesla is able to inspire the purchase of the Model X as the solution to an environmental issue. To illustrate the campaign itself, we have a print ad in business magazines, ambient billboard for public attention, a sponsored article on TED to give out a more skeptical view and Tesla will sponsor for Green Living to producing magazine in organic paper.

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According to Gene 2016, the Model X generates a trend for consumption in Generation X as its main target audience. We focus on businessmen from the age of 35 to 54, who are success but humble about their accomplishment, as they value action more than talking and are concerned about their decisions.