Swedish EV Polestar Becomes The Ultimate Travel Companion, With Help From Google

May. 12, 2020

Can an EV from Sweden become the travel companion you never thought you could have? Coming this summer, Polestar will be releasing the first car in the world with a built-in Google Android system. In a global launch campaign created by creative agency ACNE, the human aspects of the car is highlighted by showcasing the many benefits of the system.

Polestar is a Swedish electric vehicle manufacturer and, with its heritage from Volvo, is one of the rising stars among car manufacturers today. This summer, Polestar will release their second model, the Polestar 2. By introducing the Google-based HMI in the Polestar 2, it will become the first car brand in the world with an Android system built in. And just like with any smart device, it responds to the command of your voice and is designed to help you in your everyday life.

Starting May 4th, Polestar launched its new campaign named “The Human Car” in selected markets, to promote the release of the Polestar 2. In a comprehensive effort, including TV, print, Youtube and social media, the campaign focuses on the benefits by showcasing the wide range of areas where the infotainment system, from providing directions to making shopping lists and reminding you to
call your mother.

Tim Heldmann, CMO Polestar says:

“We decided we’d had it with badly developed car infotainment systems, ruining our driving experience and distracting our focus on the road. But instead of Polestar developing its own infotainment, we let those who do interactive experiences do what they do best. Google’s infotainment system, in combination with an exceptional driving experience, has created a truly seamless experience, which makes the car almost feel like a real human and the ultimate travel companion."

 

The international creative agency ACNE has led the creative work on this campaign, being the second major campaign they’ve produced since the creative partnership was struck in September 2019. Notable among the creative units produced is a 1.56 minute film directed by internationally renowned ACNE director Tomas Skoging. The film portrays the Polestar 2 as a somewhat unconventional third travel companion, showing a fun and adventurous night out with the car as its guiding star.

Johan Bello, ECD ACNE says:

“From a creative perspective, when we started to think about the Android integration we wanted to stay clear from all technical aspects, which today is totally irrelevant. You just want things to work seamlessly. So we focused on really highlighting the benefits and the emotional experience you get from using this feature, in a way that tells the story about Polestar 2 as the best travel companion one could ever have.”