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HOW VELOZ AND SUPERCONDUCTOR ARE LEADING THE CHARGE IN EV MARKETING
"ELECTRIC FOR ALL" EDUCATION CAMPAIGN DELIVERS ENTERTAINMENT—AND RESULTS
Published On
Sep 17, 2024
DESCRIPTION
Over the last five years, Superconductor and the “Electric For All” campaign
(powered by Veloz) have developed a winning playbook that’s shifting perceptions
and increasing EV sales in California.
Now, as they prepare to take the ElectricForAll.org message to a national
market, they’re sharing the secrets to their success.
AdChoices
ADVERTISING
“Hollywood-caliber storytelling has always been integral to our EV education
campaigns,” said Josh Boone, Founding Executive Director of Veloz. “Whether it
was Arnold Schwarzenegger and Mark Ruffalo in our previous campaigns, or Eric
André directing our most recent work, entertainment has proven to be a great way
to connect with our audience.”
Before developing the recent “Myths Busting Myths” campaign, the client and
agency commissioned a research study from Hall & Partners to understand why
people were choosing EVs—and even more importantly, why not.
What they learned was that three of the top five barriers that were holding
consumers back were messages that automakers were unlikely to address in their
own marketing. They were also myths which could easily be debunked with the
right strategy.
“We designed the campaign to change perceptions about EVs in three key areas,”
said Chris Adams, co-founder and CCO at Superconductor. “They’re more
affordable than you think, they’re easier to charge in public than you think,
and they’re easier to charge at home than you think.”
According to a follow-up report from Hall & Partners, it’s working. After
viewing the ads, 75% of the audience were more likely or much more likely to
purchase an EV.
The perception that “EVs are affordable” increased by 14%.
The perception that “charging an EV is fast, easy and convenient” increased by
17%.
And the perception that, “you can find EV charging stations everywhere these
days” increased by 6%.
“We’re really excited to take everything we’ve learned about EV education and
marketing and expand it to a wider audience,” said Boone. “We’ve got a lot of
momentum."
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CREDITS
Date Sep 17, 2024 Client : Veloz Executive Director : Josh Boone Director of
Communications : Margaret Mohr Senior Communications Advisor : Jennifer Newman
Agency : Superconductor Co-Founder & CCO : Chris Adams President : Allison Amon
Creative Director/Copywriter : Ron Schlessinger Creative Director/Art Director :
Adam Bice Designer : Reha Baydar Writer : Mike Prochaska Programming & Animation
: Derek Mosher Production Company : PF100 Director : Eric André Executive
Producer : Malcolm Wax Producer : Jonathan Dawes Photographer : Paul Collins
Editorial : CARTEL Editor : Sophie Lou Assistant Editor : Nick Bruce Producer :
Caylee Banz VFX : Transformer Producer : Gail Butler VFX Supervisor : Casey
Price Lead Flame : Chris Homel
Need a credit fix? Contact the Creativity Editors
Industry
Automotive
Project Type
Integrated Campaign
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