You aren’t just buying a new car, you’re adopting a new technology.
Once upon a time, not too long ago, an all-electric luxury sedan seemed like a risky proposition to consumers. Faced with the challenge of winning over a global population deeply committed to gasoline powered cars, Tesla carefully developed its showroom experience to help consumers overcome the five main objections to an all-electric car. Realizing that not everyone could experience a showroom, Tesla asked Cibo to help bring that showroom experience to life in the living room.
What We Did
Selling an entirely new piece of technology isn’t easy, especially when one of the barriers to the sale involves people simply understanding what it does and how it works. Working collaboratively with an eye towards the technology adoption curve, the Cibo UX and design teams developed an approach to the problem that transformed product objections into opportunities for education and inspiration. The result was the award-winning GoElectric experience, the second most visited page on Tesla’s web site and an incredible source of leads for their new Model-S sedan.
The GoElectric experience presented the five primary questions Tesla encountered from interested but skeptical consumers, beginning with “How far can I go?” Cibo’s interactive, engaging answer to each of the five questions followed a similar approach. First, we visually grounded the customer in the object of desire: a beautiful sports car. Then through interactive, visual storytelling and occasional humor, we carefully introduce key concepts that address the question, leading the customer to a set of controls that allow exploration of the technology. Then, and only then, do we present the longer form content that fully answers the question.
By easing customers into the experience, and letting them play with interactive tools that both enlighten and excite, we easily converted reservations about the purchase into reservations for a purchase. All in a format easily viewable on an iPad’s web browser from the comfort of the living room.