Polestar

POLESTAR
EXPERIENCES

LOCATION

Australia

THE POWER OF FIRST IMPRESSIONS.

One of the world’s leading luxury EV brands, Polestar is driven to design cars that will make a difference.  Supporting the global strategy to enter the Australian market via a pioneering integrated brand experience program we provided full service strategic, creative and production solutions comprising Test Drive and Roadshow programs; Brand Environments and Exhibitions; Technical support; Activations and Sponsorships; Client and Stakeholder planning; Launch event programs; Retail environments; Brand assets, program evaluation, impact and reporting.

PURE. PROGRESSIVE. PERFORMANCE.

304+ days continual activation.

Multiple locations operating live simultaneously.

Tens of thousands of impressions.

Thousands of meaningful customer experiences.

100% support with multiple teams working seamlessly.

Two companies.

One brand.

A HIGH-PERFORMING PARTNERSHIP.

Highly collaborative, our teams have integrated with a shared sense of investment in outcomes and industry-leading performance. Since day one our teams have worked closely with stakeholders from across the business spanning product, global events, technical, communications, PR agency partners and brand teams to launch successfully in market from a zero brand and product base.

EXPERIENCES SHAPED TO MOVE AUDIENCES FROM INDIFFERENCE > UNDERSTANDING > ADVOCACY

Working seamlessly across all areas of the Polestar business and with a driving focus on forward planning, momentum, program efficiencies and impact, together we have established a distinct brand essence and brand experience platform. Multi-layered and sensory, a depth of collaboration between our team’s: global brand, event marketing as well as alignment with global partner agencies to design and deliver world-class solutions for the brand, the industry, customers and for all stakeholders.

THE PILLARS OF SUCCESS

TELLING THE STORY:

Designing programs and creating
opportunities to tell the story authentically [in ways that lead to action].

CONTINUITY OF RESPONSIVE PROJECT TEAMS:

Valuable insights and IP, highly responsive, experienced ‘always on’ multi-tasked, efficient, action oriented, detail and performance minded.

ALIGNMENT AND ATTENTION TO DETAIL

‘One Polestar’ – compliance with global brand guidelines in pioneering ways – exciting Australian and global markets with our solutions.

EFFICIENCIES, SUSTAINABILITY, AND TRANSPARENCY

Partnership approach beyond the transaction, complexity simplified ‘making it easy’ - clever reuse of brand assets and ‘getting it done’ efficiently.

QUALITY OUTCOMES AND PERFORMANCE FOCUS

Experience solutions and original concepts to create an impact [designing for value in all forms] working seamlessly to achieve Polestar goals.

Experience design leadership, delivery and support.

TEST DRIVE, ROADSHOW, AND EXPERIENCE PROGRAMS

One of the Australian automotive industries most ambitious launch programs required Designteam to establish an experienced and dedicated events team deeply integrated with client program and brand teams. Support duties spanned program design, logistics, strategy, financial, brand activation, operations, staffing, metrics, and performance. Collaboration with global brand and event marketing teams as well as alignment with global partner agencies continues to deliver world-class solutions for the Polestar brand, the industry, customers, and stakeholders.

SCOPE

• ‘The power of place’ venue and location sourcing, recommendation, secure and seamless operations to deliver more than 15,000 test-drives.
• Program design and planning for OH&S, efficiencies, impact and performance.
• Vehicle handling, operations, programming and set up all areas pre/during/post
• Staff sourcing, management, training and uniforms.
• Timelines, schedules, milestones, client service stakeholder management and reporting.

BRAND ENVIRONMENTS AND EXHIBITIONS

Polestar is driven to create cars that make a difference - solving automotive challenges through design. In leading the retail brand environment and exhibition program in Australia across all areas, together we have set new industry benchmarks for activation design and performance. A strategic pillar for the brand our solutions have generated content, shaped messages and conversations and driven engagement and sales performance at the highest level.

SCOPE

• Exhibition strategy, location planning, negotiation, activation, and assessment.
• Environment design and brand asset development aligned to global standards.
• Creative design, documentation, and management all areas end-to-end.
• Global sustainability reporting and metrics, measurement, data, and recommendation.
• Technical support to ensure seamless CRM performance for all programs.

ACTIVATIONS, SPONSORSHIPS, AND LOCATION-BASED EXPERIENCES

Successfully establishing the Polestar brand essence and brand experience reflects an ongoing depth of collaboration between national and global brand and event marketing teams as well as alignment with a range of partner agencies. Efficiencies through forward planning, brand asset integration and experience design are underpinned by a robust ‘’campaign-performance approach that continues to deliver outstanding results.

SCOPE

• Program feasibility, activation strategy, creative design and management all areas end-to-end.
• Strategy, concept creative, design, documentation, content and asset integration.
• Brand identity and brand principals’ alignment, vehicle handling, liaison, and delivery all areas.
• Global brand identity and the alignment of all brand elements.
• Financial: detailed estimates, management, and procurement.

LAUNCH EVENTS: MEDIA, CUSTOMERS, INDUSTRY AND PARTNERS

Product launch programs and events are of strategic significance in the competitive Australian market. New products create momentum and equate to new designs and market leading innovations – our solutions are designed to captivate staff, media, customers, and partners. Typically, under embargo, the challenges of launch new vehicle programs are furthered by multi-state event touring programs, limited vehicle supply, global event guidelines and non-traditional launch environments to deliver lasting impact.

SCOPE

• Global brand alignment, event concept design, logistics, planning and delivery.
• Brand asset integration planning and efficiencies matched to global guidelines.
• Brand identity and brand principals’ alignment, asset integration, experience design, documentation, and delivery.
• Launch event program design, content, F&B, entertainment, and delivery all areas.
• Global reporting, sustainability and metrics, measurement, data, and recommendation.

INDUSTRY EVENTS & BRAND-AS-CULTURE

Driving the conversation through highly targeted ‘must attend’ curated events has strategically positioned Polestar as a leader in the Australian market. Industry event programs are of value in this market with events shaped to bring together industry leaders, partners, ambassadors, product, current and prospective customers with a view to profiling the brand and diverse messages that lead the market.

SCOPE

• Experience design and the seamless integration all event elements.
• Brand alignment and asset integration, event production, content and efficiencies.
• Presenter training, rehearsals, and support all areas.
• Timelines, planning, milestones, client service and stakeholder management
• Financial: detailed estimates, third party management, and procurement.

BRAND AND RETAIL ENVIRONMENTS

Distinctive, the Polestar brand is like-no-other. An industry pioneer with a focus on the design of multi-purpose retail experiences and spaces. Discovery spaces, the environments are meticulous in finish and detail - shaped to be experienced with test-drive facilitation, brand stories, bold imagery, content, and visuals with hero Polestar product defining each space

SCOPE

• Multi-state location sourcing, negotiation, and contracts.
• Location feasibility reporting and seamless operations planning.
• Program strategy, creative design and documentation, fit-out management all areas.
• Digital experience and creative tech integration and activation [VR/AR/QR].
• Creative concepts, experience design, and brand integration with local and global teams alongside relevant council authorities.

BRAND ASSETS: FIRST IN MARKET ASSETS DESIGN, PLAN, AND ACTIVATION

Excellence is in the detail when launching a global luxury EV brand. With attention given to every element and finish, in designing and crafting a suite of high-profile brand assets it was essential to design for both impact and efficiencies. Spanning robust engineered container assets to feature furnishings and custom lighting, the suite of assets created has delivered multiple program success for the brand in this market.

SCOPE

• Asset design, planning and sourcing [various sizes, types with all tiers of events and experiences planned for]
• Global brand assets integrated seamlessly to support local program delivery.
• Financial: detailed estimates, build management and procurement.
• Efficient local design, build and handling of brand assets to provide efficiencies.
• All asset management/operations/storage and handling programs.