Our brief and objective was to steal market shares from the only competitor in the E-Sportscar-Segment that Porsche has - Tesla. The idea is developed from a technological insight: the screens used in Teslas are 12.3, 15 or 17 inch big. This format, together their operating system and internet connection became targeting criteria that made sure we knew exactly, that our ad would only be seen by Tesla-Drivers. And only for them our message was crafted as well.