Avangrid It’s electric: A myth-busting EV adoption campaign
The electric vehicle market is clouded by misconceptions that hinder adoption, from charging-time anxiety to travel-distance myths. To tackle them, Avangrid needed a plan focused on boosting EV awareness while educating consumers on the real benefits of going electric.
Services
- Primary + secondary research
- Creative strategy
- Public relations
- Media strategy + buying
- Campaign messaging + design
This energy company needed educational messaging to improve consumer perception of electric vehicles
Knowledge is power. By sharing facts in a relatable way, the campaign broke down myths about distance, recharging and cost. “EVentually Is Now” positioned EVs as the present, not just the future. A multi-channel marketing campaign helped debunk misconceptions and spark excitement, driving consumers to a “get the facts” page that supported exploration and purchase decisions.
Results
- 1.1M statewide PR impressions
- 19pt increase in willingness to consider purchasing an EV
- 8pt drop in those who had concerns over the cost of an EV
- 18.3M omnichannel campaign impressions
Image of electric vehicle campaign billboard with messaging
The public relations strategy included educational messaging and a community management response guide
Public relations played a key role, with messaging that reinforced statewide emissions goals and educated on infrastructure updates to support an EV-friendly future. Secured PR hits showed positive sentiment, while a community management response guide ensured consistent, informed answers to questions from social media.
Animated campaign banner ads
Electric vehicle campaign imagery
Electric vehicle social media campaign imagery and messaging
Energy client testimonial
“DS+CO’s team quickly digested and presented valuable creative and media placement solutions for the NY integrated EV awareness campaign, while understanding the business need for results … everything was handled under one roof with a single point of contact and timely, accurate dashboard reporting. When flexibility or changes were needed, the team acted quickly and thoughtfully.”
Awards
Telly Awards
Bronze—Transportation + Infrastructure
Key Elements
- Pre- + post-campaign surveys
- Increase in positive attitude toward EVs
- 3 out of 4 consumers reached within target