Electrified momentum

Polestar

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.

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SCOPE OF WORK
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Concierge Services
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Logistics Management
Experiential
Creative
Digital
Social & PR
Brand Partnerships

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.

Close up view of a seat belt buckle.
Two Polecar cars parked in a parking lot in city landscape.
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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.

Close up view of Polestar logo on the front end of car.
Polestar vehicle parked in a pop-up car display, positioned within a bright office tower lobby.
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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.

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Interior of a Polestar vehicle, steering wheel and digital display.
Close up view of a wheel with Polestar branding in focus.
Finger pressing a button on a digital display inside a vehicle.
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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.

1,900

Test Drives

70%

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.

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