Tesla builds brand awareness in Australia with zero paid media

This article covers how Tesla, the automotive manufacturer with a sustainable energy focus, has been able to build brand recognition and loyalty in Australia with zero paid media and a focus on experiential marketing and owner loyalty.

Led by enigmatic CEO Elon Musk, Tesla - a high-end electric car manufacturer with a sustainable energy mission - is a media darling and household name across much of the Western world.

But according to Heath Walker, senior marketing and communications manager for Tesla in Australia and New Zealand, the global Tesla zeitgeist isn't the result of millions of dollars invested in an aggressive brand-building strategy.

In fact, the opposite is true: Tesla operates a "very slim" marketing budget, and according to Walker, they "don't spend a cent" on paid media.

"It's all about being scrappy - that doesn't mean...

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