Launching Polestar 1 for the first time in Germany, Polestar faced many challenges.<\/p>\n\n\n\n
Challenges<\/strong><\/h4>\n\n\n\nFor their first campaign, the small German team in charge of the launch had to deal with modest brand awareness in Germany, moderate resources, and a lack of creative professionals’ network in the country.<\/p>\n\n\n\n
Having a strong design and creative flair, Polestar needed to make sure the campaign was spotless and showcased the product in the right way.<\/p>\n\n\n\n
The launch campaign needed to be of high creativity, but also strongly relate with the German consumer and car lover.<\/p>\n\n\n\n
<\/div>\n\n\n\n![\"Polestar](\"https:\/\/i0.wp.com\/cherrydeck.com\/blog\/wp-content\/uploads\/2020\/11\/POLESTAR-by-THOMAS-WIUF-SCHWARTZ-1925.jpg?resize=740%2C494&ssl=1\")
Polestar 1 by Thomas Wiuf<\/a> in D\u00fcsseldorf<\/figcaption><\/figure><\/div>\n\n\n<\/div>\n\n\n\nThe creative approach<\/strong><\/h4>\n\n\n\nTogether with Cherrydeck, Polestar developed a creative approach to overcome the mentioned challenges. The outcome being a photography competition<\/a> that would reach first a targeted creative and design-conscious community, and then the general German population.<\/p>\n\n\n\nThe idea was to get one content expert in each of the five biggest German cities \u2014 Berlin, Hamburg, Munich, Cologne, and D\u00fcsseldorf \u2014 to photograph the Polestar 1 and drive it in their area, while documenting the experience.<\/p>\n\n\n\n
The outcome should be increased awareness, extra buzz around the Polestar 1, increased social media following in German areas and, most important, relevant local content in the target market.<\/p>\n\n\n\n
<\/div>\n\n\n\n\n![\"Cherrydeck](\"https:\/\/i0.wp.com\/cherrydeck.com\/blog\/wp-content\/uploads\/2020\/11\/3-scaled.jpg?resize=686%2C1024&ssl=1\")
<\/figure>\n\n\n\n![\"Cherrydeck](\"https:\/\/i0.wp.com\/cherrydeck.com\/blog\/wp-content\/uploads\/2020\/11\/2-scaled.jpg?resize=676%2C1024&ssl=1\")
<\/figure>\nPolestar 1 by Fabian H\u00fcbner<\/a> in Hamburg<\/figcaption><\/figure>\n\n\n\n<\/div>\n\n\n\nHow did it work?<\/strong><\/h4>\n\n\n\nThe first step was to create the photography competition on Cherrydeck, so that pre-selected creative professionals could explore the concept and apply. The contest reached millions of professionals, creating the first buzz and word-of-mouth effect within the niche.<\/p>\n\n\n\n
After a shortlisting process and the selection of the final candidates, Polestar handed over the Polestar 1 to each of the winners in the mentioned German cities. The photographers drove the car for two days, while documenting the experience with photos and short clips.<\/p>\n\n\n\n
During the experience, the local population got intrigued by this new futuristic car gliding the roads. Many of them even filming or taking photographs themselves:<\/p>\n\n\n\n
\nNever before have I attracted so many eyes to a single car \u2014 from children to adults. Many came to us, asked which car it was, some drove alongside while filming.<\/p>\nMatteo Sant\u2019Unione, winner photographer in Cologne<\/cite><\/blockquote>\n\n\n\nAfter the two days were over, the photographers delivered the content to Polestar and arranged the final details. <\/p>\n\n\n\n
<\/div>\n\n\n\n\n![\"Cherrydeck](\"https:\/\/i0.wp.com\/cherrydeck.com\/blog\/wp-content\/uploads\/2020\/11\/POLESTAR-MHEIDERICH-01-scaled.jpg?resize=740%2C863&ssl=1\")
<\/figure>\n\n\n\n![\"Cherrydeck](\"https:\/\/i0.wp.com\/cherrydeck.com\/blog\/wp-content\/uploads\/2020\/11\/DSC04083-min-scaled.jpg?resize=740%2C925&ssl=1\")
<\/figure>\nPolestar 1 by Matthias Heiderich<\/a> in Berlin (on the left) and Manuela Palmberger<\/a> in Munich (on the right)<\/figcaption><\/figure>\n\n\n\n<\/div>\n\n\n\nMain takeaways<\/strong><\/h4>\n\n\n\nIn a one-time effort, Polestar was able to obtain dozens of high-quality pictures and videos from the Polestar 1, tailored to the different German cities. <\/p>\n\n\n\n
The results were achieved without the need of flying a photographer to several locations, paying additional travel expenses, worrying about accommodation, or waiting long periods to get the campaigns ready.<\/p>\n\n\n\n
Polestar was able to adopt a very localised marketing approach in a short period of time and effort. The brand could easily reach German creators who know the target regions best and capture the culture and visual language of those places.<\/p>\n\n\n\n
In addition, Polestar gathered a series of different real testimonials from the photographers, who spent two full days exploring the Polestar 1. See them here.<\/a><\/p>\n\n\n\n<\/div>\n\n\n\n![\"Cherrydeck](\"https:\/\/i0.wp.com\/cherrydeck.com\/blog\/wp-content\/uploads\/2020\/11\/200322_cineMars_Polestar1_CGN_MS_POLE7668-1.jpg?resize=740%2C494&ssl=1\")
Polestar 1 by Matteo Sant\u2019Unione<\/a> in Cologne<\/figcaption><\/figure><\/div>\n\n\n![\"\"](\"https:\/\/i0.wp.com\/cherrydeck.com\/blog\/wp-content\/uploads\/2020\/08\/Banner_2.1-1.png?resize=740%2C118&ssl=1\")
<\/a><\/figure><\/div>\n\n\n<\/div>\n\n\n\nWould you like to achieve similar results with your campaigns? We are happy to discuss ideas \u2014 let’s talk!<\/a> <\/p>\n\n\n\nTo explore our platform and receive news on the creative industry and content trends, create an account.<\/a> Or simply visit the Cherrydeck search,<\/a> to have a look at some of our members.<\/p>\n\n\n\n
\n","protected":false},"excerpt":{"rendered":"
The creative approach<\/strong><\/h4>\n\n\n\nTogether with Cherrydeck, Polestar developed a creative approach to overcome the mentioned challenges. The outcome being a photography competition<\/a> that would reach first a targeted creative and design-conscious community, and then the general German population.<\/p>\n\n\n\nThe idea was to get one content expert in each of the five biggest German cities \u2014 Berlin, Hamburg, Munich, Cologne, and D\u00fcsseldorf \u2014 to photograph the Polestar 1 and drive it in their area, while documenting the experience.<\/p>\n\n\n\n
The outcome should be increased awareness, extra buzz around the Polestar 1, increased social media following in German areas and, most important, relevant local content in the target market.<\/p>\n\n\n\n
<\/div>\n\n\n\n\n<\/figure>\n\n\n\n<\/figure>\nPolestar 1 by Fabian H\u00fcbner<\/a> in Hamburg<\/figcaption><\/figure>\n\n\n\n<\/div>\n\n\n\nHow did it work?<\/strong><\/h4>\n\n\n\nThe first step was to create the photography competition on Cherrydeck, so that pre-selected creative professionals could explore the concept and apply. The contest reached millions of professionals, creating the first buzz and word-of-mouth effect within the niche.<\/p>\n\n\n\n
After a shortlisting process and the selection of the final candidates, Polestar handed over the Polestar 1 to each of the winners in the mentioned German cities. The photographers drove the car for two days, while documenting the experience with photos and short clips.<\/p>\n\n\n\n
During the experience, the local population got intrigued by this new futuristic car gliding the roads. Many of them even filming or taking photographs themselves:<\/p>\n\n\n\n
\nNever before have I attracted so many eyes to a single car \u2014 from children to adults. Many came to us, asked which car it was, some drove alongside while filming.<\/p>\nMatteo Sant\u2019Unione, winner photographer in Cologne<\/cite><\/blockquote>\n\n\n\nAfter the two days were over, the photographers delivered the content to Polestar and arranged the final details. <\/p>\n\n\n\n
<\/div>\n\n\n\n\n<\/figure>\n\n\n\n<\/figure>\nPolestar 1 by Matthias Heiderich<\/a> in Berlin (on the left) and Manuela Palmberger<\/a> in Munich (on the right)<\/figcaption><\/figure>\n\n\n\n<\/div>\n\n\n\nMain takeaways<\/strong><\/h4>\n\n\n\nIn a one-time effort, Polestar was able to obtain dozens of high-quality pictures and videos from the Polestar 1, tailored to the different German cities. <\/p>\n\n\n\n
The results were achieved without the need of flying a photographer to several locations, paying additional travel expenses, worrying about accommodation, or waiting long periods to get the campaigns ready.<\/p>\n\n\n\n
Polestar was able to adopt a very localised marketing approach in a short period of time and effort. The brand could easily reach German creators who know the target regions best and capture the culture and visual language of those places.<\/p>\n\n\n\n
In addition, Polestar gathered a series of different real testimonials from the photographers, who spent two full days exploring the Polestar 1. See them here.<\/a><\/p>\n\n\n\n<\/div>\n\n\n\nPolestar 1 by Matteo Sant\u2019Unione<\/a> in Cologne<\/figcaption><\/figure><\/div>\n\n\n<\/a><\/figure><\/div>\n\n\n<\/div>\n\n\n\nWould you like to achieve similar results with your campaigns? We are happy to discuss ideas \u2014 let’s talk!<\/a> <\/p>\n\n\n\nTo explore our platform and receive news on the creative industry and content trends, create an account.<\/a> Or simply visit the Cherrydeck search,<\/a> to have a look at some of our members.<\/p>\n\n\n\n
\n","protected":false},"excerpt":{"rendered":"
The idea was to get one content expert in each of the five biggest German cities \u2014 Berlin, Hamburg, Munich, Cologne, and D\u00fcsseldorf \u2014 to photograph the Polestar 1 and drive it in their area, while documenting the experience.<\/p>\n\n\n\n
The outcome should be increased awareness, extra buzz around the Polestar 1, increased social media following in German areas and, most important, relevant local content in the target market.<\/p>\n\n\n\n
<\/figure>\n\n\n\n<\/figure>\nHow did it work?<\/strong><\/h4>\n\n\n\nThe first step was to create the photography competition on Cherrydeck, so that pre-selected creative professionals could explore the concept and apply. The contest reached millions of professionals, creating the first buzz and word-of-mouth effect within the niche.<\/p>\n\n\n\n
After a shortlisting process and the selection of the final candidates, Polestar handed over the Polestar 1 to each of the winners in the mentioned German cities. The photographers drove the car for two days, while documenting the experience with photos and short clips.<\/p>\n\n\n\n
During the experience, the local population got intrigued by this new futuristic car gliding the roads. Many of them even filming or taking photographs themselves:<\/p>\n\n\n\n
\nNever before have I attracted so many eyes to a single car \u2014 from children to adults. Many came to us, asked which car it was, some drove alongside while filming.<\/p>\nMatteo Sant\u2019Unione, winner photographer in Cologne<\/cite><\/blockquote>\n\n\n\nAfter the two days were over, the photographers delivered the content to Polestar and arranged the final details. <\/p>\n\n\n\n
<\/div>\n\n\n\n\n<\/figure>\n\n\n\n<\/figure>\nPolestar 1 by Matthias Heiderich<\/a> in Berlin (on the left) and Manuela Palmberger<\/a> in Munich (on the right)<\/figcaption><\/figure>\n\n\n\n<\/div>\n\n\n\nMain takeaways<\/strong><\/h4>\n\n\n\nIn a one-time effort, Polestar was able to obtain dozens of high-quality pictures and videos from the Polestar 1, tailored to the different German cities. <\/p>\n\n\n\n
The results were achieved without the need of flying a photographer to several locations, paying additional travel expenses, worrying about accommodation, or waiting long periods to get the campaigns ready.<\/p>\n\n\n\n
Polestar was able to adopt a very localised marketing approach in a short period of time and effort. The brand could easily reach German creators who know the target regions best and capture the culture and visual language of those places.<\/p>\n\n\n\n
In addition, Polestar gathered a series of different real testimonials from the photographers, who spent two full days exploring the Polestar 1. See them here.<\/a><\/p>\n\n\n\n<\/div>\n\n\n\nPolestar 1 by Matteo Sant\u2019Unione<\/a> in Cologne<\/figcaption><\/figure><\/div>\n\n\n<\/a><\/figure><\/div>\n\n\n<\/div>\n\n\n\nWould you like to achieve similar results with your campaigns? We are happy to discuss ideas \u2014 let’s talk!<\/a> <\/p>\n\n\n\nTo explore our platform and receive news on the creative industry and content trends, create an account.<\/a> Or simply visit the Cherrydeck search,<\/a> to have a look at some of our members.<\/p>\n\n\n\n
\n","protected":false},"excerpt":{"rendered":"
Never before have I attracted so many eyes to a single car \u2014 from children to adults. Many came to us, asked which car it was, some drove alongside while filming.<\/p>\nMatteo Sant\u2019Unione, winner photographer in Cologne<\/cite><\/blockquote>\n\n\n\n After the two days were over, the photographers delivered the content to Polestar and arranged the final details. <\/p>\n\n\n\n In a one-time effort, Polestar was able to obtain dozens of high-quality pictures and videos from the Polestar 1, tailored to the different German cities. <\/p>\n\n\n\n The results were achieved without the need of flying a photographer to several locations, paying additional travel expenses, worrying about accommodation, or waiting long periods to get the campaigns ready.<\/p>\n\n\n\n Polestar was able to adopt a very localised marketing approach in a short period of time and effort. The brand could easily reach German creators who know the target regions best and capture the culture and visual language of those places.<\/p>\n\n\n\n In addition, Polestar gathered a series of different real testimonials from the photographers, who spent two full days exploring the Polestar 1. See them here.<\/a><\/p>\n\n\n\n Would you like to achieve similar results with your campaigns? We are happy to discuss ideas \u2014 let’s talk!<\/a> <\/p>\n\n\n\n To explore our platform and receive news on the creative industry and content trends, create an account.<\/a> Or simply visit the Cherrydeck search,<\/a> to have a look at some of our members.<\/p>\n\n\n\n<\/figure>\n\n\n\n<\/figure>\nMain takeaways<\/strong><\/h4>\n\n\n\n
<\/a><\/figure><\/div>\n\n\n
\n","protected":false},"excerpt":{"rendered":"