Graduation Project at Berghs SoC
Polestar₂ - our most sustainable car yet
Brief: Polestar is entering the next phase of development with the transition of the Polestar 2 to it’s second owners. To address this, Polestar has introduced the concept of Polestar Pre-owned. Our mission was to integrate it into the Polestar family and make it the obvious choice for the customers.
Background: In interviews, 100% of our target group expressed willingness to purchase a used electric car. So why don’t they? There is a lack of awareness and Polestar doesn't align with people's current perception of used cars. Therefore, we need to elevate Pre-owned vehicles and give equal attention to that segment as to new cars. Because, truth is, when you invest in a Pre-owned Polestar 2, it’s like buying a brand new car.
Except, it's the more sustainable option.
Solution: Introducing the Polestar₂- our most sustainable car yet.
The latest model to Polestar's collection of cars - is actually one of the oldest. As the Polestar₂ covers more miles, it progressively becomes more CO₂ friendly. We want to highlight this by giving it the recognition it truly deserves.
Through this campaign, we redefine innovation by using the past to shape a sustainable future, aligning with Polestar's climate-neutral vision for 2040. By challenging the industry, we position the pre-owned segment as a premium offering, reaffirming Polestar as the Guiding star. Guiding the industry forward, by looking back.
Art Director: Isabelle de Susini
Designer: Anton Ocampo
Produktionsledare: Erica Bydin
Growth Marketing: Hampus Engelhardt
Ux-design: Sara Ardalan
Strategi: Frida Gäbel
Pr: Greta Peetre
Our communication incorporates recycled material from previous campaigns, reversing footage to visualize the concept of going back to move forward and further establishing the focus on sustainability.
“Polestar launches Pre-owned as the future of cars.” To generate attention, we disrupt the car industry by launching the Polestar₂ car at an auto show alongside other brands newest models, strategically leading people to believe Polestar is introducing a new car.
Manifestfilm
