How do we increase public interest in the Powerwall? By creating a vision of the future in which Powerwall plays a key role as it enables humans to live comfortably with access to electricity even in the most remote places without harming the environment. To embody this vision we will build a number of fully functional Tesla Pods. Note: Created one year before Tesla launched Solar Roof.

2. Background & Challange 3
Brief summary 4
Pod features 5
Powerwall features 6
Audience 8
Stratedgy 10
Vision 13
Pod placements 14
Content

3. Background
The launch of the Tesla Model S took the world by storm. The automobile
industry noticed how people were lining up to buy an expensive car with a
short range and a questionable quality record. Tesla was the first company
to produce electric vehicles that were both viable and attractive, prompting
comparisons between Tesla founder, Elon Musk and visionaries such as
Henry Ford and Steve Jobs.
The challange
• To increase public interest in the Powerwall.
• To strengthen the image of Tesla as a visionary company that puts out
products that change the world.
3

4. Brief summary
The launch of Powerwall didn’t gain the media attention it should have. We believe
the lack of public interest can be ascribed to how the product was positioned.
At the launch the Powerwall was presented as a “Home battery.” A product with a
range of possible uses but the most articulated was its ability to save a homeowner
money using solar panels or electricity from the grid. Though these uses are rational,
they failed to evoke an emotional response making the product seem smart but not
cool. As a consequence media quickly turned its eyes elsewhere and the general
public forgot about the Powerwalls existence.
Strategy
Our strategy is to spark imagination around the possibilities of grid independent
electricity establishing the Powerwall as a transformative product. One that marks
the beginning of sustainable and appealing future.
Campaign
The campaign is centered around a concept we call Anywhere. A vision in which The
Powerwall plays a key roll as it enables humans to live comfortably with access to
electricity even in the most remote places without harming the environment.
To embody this vision we will build a number of fully functional Tesla Pods.
4

5. Pod features
The Pod is four-wall prefab structure that is easy to move and setup anywhere with-
out having to connect to traditional infrastructure. The Pod is powered by a Tesla
Powerwall that is connected to source of renewable energy i.e. solar panels or wind
turbines. The Pod’s interior and exterior design reflects the nature surrounding it and
the needs of those who are likely to live in, or visit the Pod. Modern water and sew-
age technology will enable the pod to be fully functional anywhere while broadband
will be supplied though 4g or satellite connection.
Take away
By building a number of fully functioning Pods we hope to generate publicity and
start a conversation about the future of sustainable living—a future, which the Tesla
Powerwall has made possible.
Example
The Prism, a Pod placed in an off-piste ski area has been fitted with speakers, wifi, a
hot chocolate maker and a microwave, waiting for a group of tired ski-bums to relax
in one of the Fatboy sofas placed on the Pod’s wooden deck. They can enjoy a cup
of hot chocolate listening to music coming out of the wifi speakers while charging
their devices. Or, if it’s too cold they can all sit inside admiring the beautiful landscape
resting tired feet after hours in tight ski-boots.
5

6. Powerwall features
The Powerwall is a rechargeable home battery primarily intended for hous-
es powered by solar panels. The battery is used to power the house during
hours without sunlight. A secondary use is for homes without solar pan-
els, the Powerwall can automatically charge itself during off-peak hours so
homeowners can avoid peak charges and restrictions.
Capacity
The Powerwall holds 6,4 kWh which is enough to power a home for an en-
tire night or to be used as an emergency back up. Multiple Powerwalls can
be installed together creating greater capacity.It weighs about 220 Lbs and
measures 51.2” in hight, 33.9 in width and 7.1 in depth.
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7. Specifications
Technology
Wall mounted, rechargeable lithium ion
battery with liquid thermal control.
Model
6.4 kWh
Price
$3,000
Warranty
Ten years
Weight
220 lbs / 100 kg
Dimensions
51.2” x 33.9” x 7.1”

8. Target Audience
Psychographics
Their interest in environmental questions has more to do with the excitement they feel
about new technology than the preservation of earth itself. They would describe their
taste as sophisticated and educated, thoughtful and considerate. They are early adopt-
ers as they value the feeling of being first to know about the latest in technology and
design. When they consider between which product to buy the history and philosophy
behind the products design is just as important as its functionality, every object they own
has rich story to motivate its existence. When traveling they prefer to stay at a small
interesting design hotel rather than a big five star Sheraton. They keep themselves
updated on news about tech and startups as they like the idea of being close to the fu-
ture. They enjoy spending their spare time outdoors engaging in activities such as skiing,
hiking, or jogging.
MBA from a top school
Important job in a successful
company
High income 100k
Owns a house
Owns a Car
End user of Powerwall
Demographics
8

9. Strategy
To showcase the possibilities of being disconnected from the power grid.
Relaunching the Powerwall as a product for futurists.
Justify a purchase by adding cool-factor and idealistic points (be on the
edge of the future).
Tactics
By creating a number of Tesla power-installations we hope to showcase the
possibilities grid independent electricity provides. In a compelling way we
will demonstrate how Tesla enables man to fully integrate with nature.
Purpose
To increase unpaid media coverage and to stir a discussion about the future
of sustainable living in which Teslas will play a very important roll.
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10. “Disruptive technology should be
framed as a marketing challenge,
not a technological one
- Clayton M. Christensen
”

11. Vision
The Tesla Pod is a prefabricated portable pod that can be easily transported
and installed anywhere without having to connect to infrastructure. The pod
is powered by a Tesla Powerwall that is connected to source of renewable
energy like solar panels or wind turbines. The pod will be fitted with the latest
water and sewage technology enabling the pod to be fully functional any-
where. Broadband will be supplied through satellite or 4g coverage depend-
ing on the Pod’s location.
Addendum
Portable
Easy to set up
Self sustainable
Low maintenance
4g/satellite connected
Air conditioning
Can be used without connecting to
traditional infrastructure.
Product attributes
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12. Cottage Pod
A Tesla Pod will be placed in a forest serving as camper’s connection to mod-
ern civilization. Inside the Pod there will be a small bathroom fitted with a
toilet and a shower—allowing sweaty campers to wash away the smell of
soil and campfires with warm water. Ceiling-mounted hooks can be used for
hammocks or to air out a damp tent. The Pod’s waxed-fabric awning above
repels rainfall while the wooden floor extends into nature creating a dry spot
for campers to rest. Internet could be accessed only after turning on the wifi
and entering a long purposely complex passcode.
Pod placements

13. Shelter
On a wide beach battered by strong winds three Pods are placed forming a
V. The walls are shielding from the cold dusk winds taking all the warm light
with it. Inside one of the Pods there is a warm water shower next to a sauna.
Through the over-sized picture windows one can see the storming sea from
a comfortable distance drinking a cold beer. Between the pods rope is sus-
pended. It’s used to pull out a roll o sailing cloth protecting the wooden deck
and the Fatboy sofas from the strong sun. On the roof of two pods solar cells
and wind turbines are installed. On one is a wooden deck serving as a look
out post.

14. Outpost
On a flat African savanna two pods are placed next to each other.
The Pod acts as an outpost for park rangers monitoring wildlife and watching
out for poachers. Inside the Pod park rangers store water and food supplies.
There is also GPS receivers used to track animals and satellite internet con-
nection. On the roof is a observation tower used by researchers and wild life
photographers. Adjacent to the outpost is a landing strip for drones and light
aircraft.

15. Vision
Tesla Pod
Teslas Pod is a prefabricated portable pod that can be easily transported
and installed anywhere without having to connect to infrastructure. The
pod is powered by a Tesla Powerwall that is connected to source of renew-
able energy e.g solar panels or wind turbines. The pod will be fitted with
the latest water and sewage technology enabling the pod to fully functional
anywhere. Broadband will be supplied through satellite or 4g coverage de-
pending on the Pod’s location.
Purpose
To increase unpaid media coverage and to stir a discussion about the future
of sustainable living in which Teslas will play a very important roll.

16. Jens Munkeby
20 December 2015
415 530 7479
Jens.munkeby@gmail.com