Marketing electric mobility to consumers is one way to increase consumer awareness about electric cars. We know that one of the largest barriers to electric car adoption is how they are perceived and the lack of education. This November we focused on consumer engagement and the electric mobility industry by exploring campaigns run by three organizations around the U.S.. We were joined by guest speakers, Lisa Chiladakis from Veloz, Sarah Fralin from Plug In BC and Terry Travis from EVHybridNoire.
Plug In BC is a program of the Fraser Basin Council and works to accelerate plug-in electric vehicle adoption and grow charging infrastructure in British Columbia. Sarah, Plug In BC’s Program Coordinator, noted that people don’t change behavior based on logic and facts, but by emotion, which is why they developed the Emotive campaign. The purpose of the campaign is to raise awareness about electric cars in BC by focusing on the tactile and emotional appeal.
The Emotive brand acts as a one stop shop for consumers and EV ambassadors, proving a similar message to all about electric mobility. This is done by providing event support kit, funding and social media assistance to their EV ambassadors. Plug In BC’s next plans are to market to the early majorities, target outreach towards fleet electrification and Target outreach to rural populations in BC.
You can view Sara’s presentation here:
EVHybridNoire is a nonprofit based in Georgia that focuses on electric mobility education, environmental public policy advocacy and providing clean transportation resources to underserved and communities of color.
Terry, Co-founder of EVHybridNoire, shared that EVHybridNoire has several campaigns to educate consumers about electric mobility. All campaigns focusing on their EV community created to go into the community. Recently, they hosted an EV to the Polls campaign where their ambassadors took voters to the polls in their electric cars.
In September EVHybridNoire hosted the inaugural “Drive The Future Atlanta” event as part of National Drive Electric Week. The event included a diverse array of vehicles on display, including the first Nissan LEAF registered in Georgia and a hand-built electric Harley Davidson. This national event resulted in over 1,425,000 million+ electric miles collectively driven!
You can view Terry’s presentation here:
Veloz means fast in Spanish and this California-based organization is working to encourage Californians to drive electric.
In launching their Electric for All website, Veloz had one goal in mind: “Inspire car buyers to learn more about electric cars in order to increase consideration understanding and purchase of this technology”.
Lisa, Veloz’s Technology & Programs Manager, explained that with a $2 million matching grant from Electrify America, the first phase of Electric For All is the campaign “Opposite Attracts,” which launched in October. The campaign is centered around the message that electric cars are loved by people on opposite ends of all spectrums, using fun and compelling examples of opposites driving fast loving electric cars. This campaign used social and digital media to connect the information to consumers, which thus far has resulted in exponential increases in the number of website visits and garnered over one million impressions!
You can view Lisa’s presentation here: