Charged by the Future

Why We’re Here

Our ASK: develop a corporate communications campaign that

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helps reignite excitement behind Tesla

2 Our TONE: unconventional, visionary, passionate

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Our AUDIENCE TAKEAWAY: persuade people that Tesla will
pioneer the global community into a better future

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 Current Climate

Development Sustainable Erratic Twitter Self Driving

of New Models Energy Behaviour Dilemmas
Endeavours

Introduced the Model Y Installed the world’s
SUV in March biggest grid-scale battery
in South Australia in 2017
Released a cheaper Model
3 in March Provided 700 solar panels
to a children’s hospital in
Puerto Rico after Hurricane
Maria
Posted tweets teasing false Series of crashes related to
corporate shifts
the ‘autopilot’ function,
which still requires drivers
Publicly declared
to keep their hands on the
inaccurate annual
production estimates wheel

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 The Insight
Tesla is producing the cars of tomorrow, today.

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Our Who

Current and Investor Tech Public

Prospective Talent

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Current and Prospective Talent
Generally male millennials who value a sense of meaning in work and bear high stress of work.

Tech Workforce

34 Years Old
At top tech companies
68% 32%

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Investor
Despite fluctuations in value, Tesla’s stock price has multiplied by more than 14 times since IPO in
2010, as investors cares about Tesla’s electric-vehicle, solar energy and battery-storage businesses
which tick off the big sustainability theme that goes beyond financial sheets.

Top Individual Shareholders

Institutional Ownership - 56.59%

Retail investors

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Tech Public
Tesla currently focuses on 50% of the tech public -Innovators, Early Adopter, Early
Majority groups- in its owned social media channel, who values innovation more and
has a higher percentage of KOLs that are socially followed by later adopters.

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 Social Listening
Talent Investor Tech Public
Conversation Conversation Conversation

Driven by tech media

Generally post about
Driven by media outlets outlets or experts sharing
concerns regarding stock
sharing articles regarding important updates and
and unexpected updates
finding and keeping opinions about the
talent company

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 The Strategy
Reinvigorate the future buyers, makers, and admirers.

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Who’s Going to be Talking About Us

YouTubers Top-Tier

Instagram
Consumer

Twitter Auto
Traders

Tech
Traders

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Creative Platform
“
 Charged by the Future
Imagine a world without innovation. No Edison, Newton, Disney,
Einstein, Dickinson, or Jobs. Imagination and creativity would be replaced
with stagnation and complacency. At the time, these forward-thinkers
were considered rebels -- straying away from tradition and leaning
towards a new way of thinking that was ahead of their time.

Changing the world isn’t always pretty. To reshape the future, you have
to be willing to challenge the status quo, to do things that no one has
ever done and risk the doubt and skepticism that comes with the path
less traveled.

Tesla has already revolutionized the way we travel. We’ve broken the
mold, but we aren’t going to settle for our own status quo. We are
constantly driven by what lies ahead, excited about the ways we can
reshape the world.

At Tesla, we’re born on dreams, but charged by the future.

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Phase 1
“
 The T-Team
Around the world, leaders of their respective fields congregate to talk on
different topics and determine the future of where their fields may go.
Finance, politics, media, the environment.

Tesla’s going to amp it up a bit. It’s time to bring together the largest and
brightest tech minds and organizations to address how technology can
tackle some of the world’s most pressing issues, things that no one else is
addressing.

Tesla has big dreams, and they’re making strides toward the future
already. What could happen if they called on the other big dreamers of
the world to join them in changing the world?

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 Bringing in the Experts
Influential Women in the Influential Tesla Opinion
Tech Review on Youtube
Tech Space Leaders

Austin Evans Matt Farah

Jody Devere
Subs: 3.7mil Commentator, @TheSmokingTire
CEO Ask Patty

Aminatou Sow Salomondrin Zachary Shahan

Co-founder of Tech LadyMafia
Subs: 1.6mil Author at CleanTechnica

Mina Markham Marques Brownlee

Tim Shmee
Front-End Engineer, Slack Subs: 8.9mil
Creator of Shmee150

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Owned Social Content

To generate further conversation and

awareness for the T-Team, Elon Musk will
share updates and perspectives on current
world issues on IGTV and engage in Live
Twitter chats semi annually.

#TTeamWinter2020

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 Extending the Media Story

Story Top-Tier Targets Tech/Business Trade Targets

Innovators Assemble

Strides for a Better Future

Think Tank

You Can’t Change the World By

Yourself

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Phase 2
“
 Space in Space
Before GPS and Google Maps, world travelers would use the constellations to
guide themselves through unknown places. Even in the midst of utter darkness,
travelers could look to the stars for guidance and direction.

Using a key insight from our analysis of current talent, we found that while
employees at Tesla felt meaningfulness in their work, they also felt their work
environment to be stressful. To improve from this insight, Tesla will gift star
constellations to different teams amongst the company. We envision this
activation serving as an internal moral boost -- targeting both current and
prospective talent.

By partnering with Google Sky and other star-gazing apps, Tesla will create
space in space. Tesla isn’t limited to cars and the roads. With eyes set on the
future, Tesla aims to pioneer the public to the stars with hopes that they will
one day visit the constellations that they were gifted.
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 Owned Social Content

We want to demonstrate Tesla’s

commitment to employee satisfaction by
posting the gifted constellations and their
teams on IG stories and Twitter. Our goal is
to increase earned media from employees
posting via personal social channels about
Space in Space and tagging Tesla.

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Phase 3
“
 Planet Earth - Tomorrow
Planet Earth is one of the most popular documentary series ever
created. It focuses on how humans and the natural world interact,
and what the future of our world may look like.

Tesla will sponsor a Planet Earth mini-series detailing what future

life could look like with Tesla technology and innovation. How
people live, travel, and work in the future, and the positive changes
Tesla has affected in the world of sustainable energy and living.

The series will also feature problem-solving initiatives taken on by

the T - Team to address current world threats.

The series will be premiered at SXSW.

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Phase 4
“
 Fly With Tesla
People have seen on a screen what the future could look
like, now we want them to experience it as if it was today.

We’ll build a track for self driving Tesla cars fit with AR

windows to give participants an opportunity to travel
through Elon’s vision of the future, seeing up close and
personal the innovations implemented by Tesla to make the
world a better place.

This experience will go to show that Tesla is ready for what

lies ahead and will spark the conversation about where
companies are moving in the future and the importance of
thinking ahead. This experience will be featured at SXSW in
addition to the series premiere.

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Tesla Installation Prelaunch

James,
Click Here

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 Ongoing Social Content

A week prior to SXSW, Tesla will drive

“Humans of Tesla” Instagram posts to
organic engagement on Twitter. This live
promote Tesla work culture and inspire
Q&A will be streamed on YouTube
employees.
during the conference.

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 Ongoing Social Content
For those who didn’t attend SXSW, we will
create a branded AR Snapchat filter that “Fly with Tesla” posts will include a
mimics the experience of the actual ride. It timelapse video of the experience start to
will be available for people to use during finish.
the conference.

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 Earned Media Launch

Julie Bort Alex Roy

Chief Tech Correspondent Editor-at-Large

Raymond Wong Helen A.S. Popkin

Senior Tech Correspondent Deputy Editor, Technology

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 Post Launch Headlines

“Tesla plans unveil their “Elon Musk Reveal Their “Video: I got to drive
documentary series — Vision For The Future through Elon Musk’s vision
Planet Earth Tomorrow” Through AR At SXSW” for the future”

“How Tesla Plans To Use “Musk Sponsor’s Mini Series

Their Technology To Change On The World’s Future With
The Future” Tesla’s Tech”

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Phase 5
“
 Energizing New Markets
Based upon an insight from our analytics team, there are
some markets in the U.S. where Tesla and its
technologies are sparse. In order to introduce Tesla’s
mission to pioneer the world with sustainable energy to a
brighter future, Tesla will partner with the American
Council on Renewable Energy (ACORE) to supply solar
panels to local police departments, schools, courthouses,
and other government buildings in Marfa, Texas.
Currently, Texas consumes the most energy per capita in
the US.

This phase allows Tesla to introduce its future-focused

technology as well as to provide support to a small town
(population a little under 1,800) where Tesla's technology
may appear inaccessible.

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Owned Social Content

We want the world to know

that Tesla prioritizes
sustainability through
promoting our Solar Panel
initiative across all of our main
social channels.

We will add call to actions, tag

American Council and repost
tagged content in order to
generate buzz and organic
engagement.

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 Extending the Media Story
Spokeswoman Energy/Environment Local News Targets Top-Tier/Consumer
Targets Targets

Alex Hobson
VP of Communication,
ACORE

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 Post Activation Headlines

“Tesla x ACORE Partnership Is “Tesla and ACORE to change

Making A Texas Solar Panel
“Video: Solar Panels: Tesla’s
energy sustainability in Marfa,
Transformation” Texas Technology Takeover” Texas”

“ACORE and Tesla “City of Marfa gets solar

introduces solar energy to panel makeover by Tesla and
Marfa, Texas” ACORE partnership”

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Moving Forward
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 Evaluating Our Performance
KPIs Metrics

Social impressions and reach, video

Measure how familiar audiences are
Attention views, trailer views, website and video
with Tesla’s campaign messaging
clicks, media coverage.

Measure shifts in how target audiences Employee surveys results, social user
Affection think about Tesla’s campaign comment sentiment, Rotten Tomatoes +
critics/audience score, time on site

Action Measure how campaign audiences Campaign-based search volume, event

engage and continue engagement sign-ups and attendance, ticket sales.

Measure the desire to share news and Positive sentiment social media
Advocacy discuss Tesla’s innovations within mentions, e.g. posts/shares/retweets
individual networks
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 2020 Timeline
January | March | June

Phase 1 Phase 2 Phase 3 Phase 4 Phase 5

Space in Space Planet Earth Fly with Tesla Solar Panels

T-Team Tomorrow
Objective

Demonstrate how Tesla is
pioneering the global
community into a better
future
Reignite the passion behind
Tesla with an internal moral
boost -- targeting both
current and prospective
talent
Create excitement about the
ways Tesla can
reshape the world
Spark the conversation Generate social buzz and
about where company is coverage
moving in the future and the
importance of thinking ahead
in order to make the world a
better place

Bring together the brightest Gift star constellations to Sponsor a Planet Earth Build a track for Tesla cars fit Partnership with American
Tactics

tech minds to address how
technology can tackle some
of the world’s most pressing
issues
different teams amongst the mini-series detailing what
company future life could look like
with Tesla technology and
innovation
with AR windows and Council on Renewable
certified drivers to give Energy
participants an opportunity
to drive the innovations
implemented by Tesla

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Catalyst for Change

“To Infinity and Elon”

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Thank You!

Any Questions ?

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