It’s great to see that automakers are now including EVs in their all-pervasive advertising campaigns, after years of ignoring them. But car ads tend to be arty rather than practical, and many prospective customers still don’t understand how charging works.
Enter Electrify America, with a new brand-neutral marketing campaign titled “As Seen on EV.”
Modeled after popular streaming television content, “As Seen on EV” aims to correct common misperceptions about EV ownership, particularly those related to driving range and charging access, by highlighting the day-to-day advantages of driving electric.
“Spanning TV genres from dramas and reality-dating shows to telenovela, the campaign showcases the benefits of driving electric by making EVs the star of the show,” says EA.
EA describes its upcoming videos:
- Reality dating show theme—highlights EV attributes of sporty styling and quiet driving along with the ability to charge an EV at home or on the road
- Historical drama theme—spotlights the instant torque and fast acceleration that EVs provide along with generally lower routine maintenance requirements than gas-power vehicles
- Western theme— showcases range capability and interesting features only found in EVs like the trunk in the front or “frunk”
- Telenovela theme—informs viewers that EVs have zero tailpipe emissions
- Courtroom drama—focuses on the wide variety of models and styles of electric vehicles to suit different needs
“Just as streaming TV redefined how people watch television, EVs are redefining transportation,” said Misti Murphey, Director of Brand Strategy and Integrated Marketing at Electrify America. “The As Seen on EV campaign allows us to meet consumers where they are—in the now-familiar medium of streaming TV—to build consumer confidence about EVs.”
Source: Electrify America
