Tesla – The Greatest Drive
Role: Regional Campaign Strategy & Content Lead
Project year: 2019
A digital-first lead generation campaign that turned the launch of Tesla’s dual motor models into a high-conversion brand moment, combining aspirational storytelling with measurable results.
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€57M in revenue generated from test drive conversions
One of Tesla’s most successful regional lead gen campaigns
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We created “The Greatest Drive”—an exclusive campaign offering high-value customers the chance to test drive the new Model S 100D and Model X 100D on Europe’s most scenic routes. I helped shape the concept and execution plan to balance immersive storytelling with strong lead capture, driving sign-ups through CRM, paid, and social channels. Content and targeting were tailored by market to convert awareness into booked test drives.
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Partnered with agency The Brave New Now to develop creative concept, messaging, and visual assets
Oversaw content production across European locations, including on-site video and drone shoots
Built out CRM flows, landing pages, and paid media targeting to support lead gen
Collaborated with local sales teams to qualify leads and convert bookings
Rolled out campaign across owned, paid, and influencer channels, with destination partnerships (e.g. hotels)
