To showcase the fastest Tesla with the longest range, we launched ‘The Greatest Drive’ and offered drivers the chance to experience the car on some of the greatest driving roads in Europe. To reach beyond Tesla’s own eco-system we took Coen Swijnenberg (Dutch DJ and Tesla owner) on his Greatest Drive from Lyon to Turin. The campaign rolled out across Europe, Japan and Australia and entrants were selected to experience their Greatest Drives which created content for Tesla’s website and social channels.