Adaily Inspiration Week #26: Electric vehicle (EV) campaigns
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For this week we chose electric vehicle campaigns. Below you can find our 5 picks, but if you want to see more case studies just click » HERE «
1. “Plug-Inn” - Renault
Renault did Plug Inn, a campaign connecting electric car drivers to private charging station owners, using the twist of turning every village in France into an electric village.
Publicis Conseil Paris • 2022 • Cars • France • Europe
Challenge
The challenge of the Renault Plug Inn campaign was to address the lack of public charging stations in villages in France, which hindered the adoption of electric vehicles and discouraged tourists from visiting. The campaign aimed to create a network connecting electric car drivers with private charging station owners in these villages, turning every village into an "electric village". The challenge was to convince residents to join the network and rent out their chargers, as well as to attract tourists to the villages for "recharge tourism". The goal was to create a high adoption rate of the Plug Inn platform and reach 500k private chargers to ensure a widespread and efficient recharge network in France.
Target Group
The target group of this campaign was the residents of villages in France who own private charging stations for electric cars, as well as electric car travelers who are in need of recharging their vehicles. The campaign aimed to encourage residents to join the Renault Plug Inn network and rent out their chargers, while also attracting electric car tourists to visit and recharge in these villages, thereby boosting the local economy and social life.
Idea
The main idea of the campaign was to create Renault Plug Inn, a platform that connects electric car drivers to private charging station owners in order to turn every village in France into an electric village. The goal was to address the lack of public charging stations in rural areas and promote "recharge tourism," where tourists would stop at these villages to recharge their cars and explore the local businesses.
Results
The campaign for Renault Plug Inn resulted in significant success and positive outcomes. The platform quickly gained popularity and became the fastest-growing recharge network in Europe. With a high adoption rate across France, it reached a milestone of 500,000 private chargers within a short period of time. The initiative had a profound impact on the villages in France. By turning every village into an electric village, the campaign addressed the issue of insufficient public recharging networks, especially in remote areas. This led to increased convenience for electric vehicle drivers and encouraged more people to switch to electric cars. Furthermore, the platform provided an opportunity for residents to monetize their private chargers by renting them out to electric car travelers. This resulted in economic benefits for the villages as the influx of tourists looking to recharge their vehicles also discovered and supported local businesses such as restaurants and shops. This concept of "recharge tourism" boosted the social life and economy of the villages. Overall, the Renault Plug Inn campaign successfully fostered the growth of electric vehicle infrastructure in France, benefiting both residents and electric vehicle drivers, and contributing to the sustainable development of transportation.
Links
2. “Electric Air” - Hyundai
Hyundai did a campaign called Hyundai Electric Air using a unique surf competition format to engage with the surfing community and promote their electric credentials.
Innocean Worldwide Australia • 2021 • Cars • Australia • Oceania
Challenge
The challenge of this campaign was to build awareness of Hyundai's Electric credentials among the surfing community, who were typically cynical of brands trying to infiltrate their sport. Additionally, the campaign needed to stand out among the numerous other brands competing for attention and avoid being seen as just another logo vying for exposure.
Target Group
The target group of this campaign was the surfing community in Australia, specifically those interested in aerial surfing and progressive maneuvers.
Idea
The main idea of this campaign was for Hyundai to build awareness of their electric vehicles among the surfing community by creating their own innovative surf competition called Hyundai Electric Air. The competition featured a unique challenge where surfers had to perform an aerial maneuver to grab a set of keys hanging from an electric blimp and land back on the wave to win a Hyundai Kona Electric. This allowed Hyundai to engage with surfers in a memorable and exciting way, showcasing the progressive nature of their electric vehicles.
Results
The Electric Air surf competition created by Hyundai was widely considered one of the most innovative surfing competitions ever held in Australia. The event reached over 7 million Australians and generated over $55 million in Kona Electric car sales. It was also the number one reaching program on Fox Sports. Additionally, the campaign resulted in a significant increase of 186% in new customer leads for the Kona Electric car.
Links
3. “Sans Émission” - Volkswagen
Volkswagen did a TV special with comedian Pier-Luc Funk on Noovo during overnight hours, calling it "Sans Émission" to promote the ID.4.
VML Toronto • 2024 • Cars • Canada • North America
Challenge
The challenge of this campaign was to create a unique and impactful way to build awareness for Volkswagen's ID.4 electric vehicle in Quebec, a market with increasing competition and noise from other automotive brands advertising their EVs. Volkswagen, as a smaller brand in Canada, needed to find a way to stand out without relying solely on traditional media channels due to budget constraints.
Target Group
The target group of this campaign was Quebec residents, specifically those interested in electric vehicles (EVs) and late-night television viewers. The goal was to reach a broad audience in Quebec to raise awareness and consideration for Volkswagen's first all-electric vehicle, the ID.4, among potential EV buyers in the region.
Idea
The main idea of the campaign was to leverage Quebec's love for locally-produced television and homegrown stars to create a unique media moment for Volkswagen's first all-electric vehicle, the ID.4. By partnering with Noovo to air a 4-hour comedy special starring comedian Pier-Luc Funk and a charging Volkswagen EV during the network's unused time slot, the campaign aimed to play on the double meaning of "Sans Émission" (No broadcast signal/No gas emissions) to generate awareness, consideration, and purchase intent for the ID.4.
Results
The "Sans Émission" campaign by Volkswagen in Quebec resulted in significant outcomes across various key performance indicators. The overnight broadcast garnered over 63,000 viewers, ranking it among the top 6 most-watched live shows on the Noovo network and generating over 2,000,000 earned media impressions in local Quebec media. Moreover, the campaign led to a notable impact on Volkswagen's marketing funnel metrics. There was a 15% increase in awareness of Volkswagen as an EV brand, a 40% rise in familiarity with the all-electric ID.4, a 54% boost in consideration (with 94% now considering buying an ID.4), and a doubling of purchase intent. In terms of business results, following the live broadcast, there was a 64% increase in ID.4 web-order-form engagements. Additionally, Volkswagen experienced a 49% growth in its share of the Quebec EV market. These outcomes demonstrate the effectiveness of the campaign in driving awareness, consideration, intent, and ultimately, sales for Volkswagen's ID.4 in Quebec.
Links
4. “Vehicle Of Change” - Vattenfall
Vattenfall did a campaign showcasing the first truly fossil free vehicle, partnering with CAKE and emphasizing radical transparency.
Nord DDB Stockholm • 2023 • Bike • Sweden • Europe
Challenge
The challenge of this campaign was to inspire the automotive industry to go truly fossil free by showcasing the first truly emission-free vehicle. The objective was not just to remove emissions from the production chain of one bike, but to drive systemic transformation and encourage the entire industry to adopt sustainable manufacturing practices. Additionally, the campaign aimed to create impact beyond this project by being radically transparent and sharing every breakthrough and setback along the way.
Target Group
The target group of this campaign was the automotive industry, specifically manufacturers and stakeholders involved in the production of vehicles.
Idea
The main idea of this campaign was to showcase Vattenfall's expertise in removing carbon emissions from industrial production chains by partnering with Swedish electric motorcycle manufacturer CAKE to produce the first truly fossil-free vehicle. The campaign aimed to inspire the entire automotive industry to go fossil-free by creating a vehicle that is emission-free not only when used, but also when made. The objective was to drive systemic transformation in the industry and reduce emissions from manufacturing, assembly, and transportation of vehicles.
Results
The campaign led by Vattenfall and CAKE to create the first truly fossil-free vehicle has generated significant results. The project aimed not only to remove emissions from the production chain of one bike but also to inspire the entire automotive industry to go truly fossil-free. The initiative received widespread attention and media coverage, with stories featured in renowned publications such as Fast Company and Dagens Industri. It also gained visibility through the World Economic Forum's Twitter account, which has 4.2 million followers. The project has already influenced the industry, with 20 companies, including Polestar, engaging in discussions about implementing the plastic replacement material developed by project partner PaperShell. Leading suspension manufacturer Öhlins, known for supplying top car brands like Ferrari, Lamborghini, and BMW, has also joined the project to future-proof their suspension. By openly sharing the methodology and documenting every breakthrough and setback, the project aims to create impact and inspire change beyond its own scope. The ultimate goal is to encourage the automotive industry as a whole to transition to emission-free production.
Links
5. “iJack” - BMW
BMW iJack disrupted the EV market by turning Google Maps into virtual showrooms, photobombing all public charging stations in Dubai with their electric cars.
Serviceplan Middle East Dubai • 2024 • Cars • United Arab Emirates • Middle East
Challenge
The challenge of the BMW iJack campaign was to disrupt traditional car dealership norms and effectively reach existing and potential EV owners in Dubai while aligning with the brand's sustainability commitment. The goal was to make BMW top of mind in the competitive EV market without overspending on marketing efforts, by utilizing a guerrilla approach to promote their electric vehicles through Google Maps listings of public charging stations.
Target Group
The target group of the BMW iJack campaign was existing and potential electric vehicle (EV) owners in the UAE, comprising nearly 70% of the country's residents. The objective was to capture the attention of this specific audience segment by strategically positioning BMW electric vehicles at all public charging stations in Dubai, where the purchase decision for EVs was likely to be made.
Idea
The main idea behind the BMW iJack campaign was to disrupt the traditional car dealership model by creating 300 virtual showrooms across Dubai on Google Maps for free. By strategically photobombing every public charging station with photos and videos of BMW electric vehicles, the campaign aimed to engage with potential customers where they make the purchasing decision. Integrated smart QR codes allowed viewers to directly book test drives, resulting in a 400% increase in test drives and significant earned media coverage.
Results
The BMW iJack campaign, which involved photobombing every public charging station in Dubai with BMW EVs on Google Maps, generated over 2 million organic views. This initiative significantly increased consideration for BMW EVs and led to a 400% boost in test drives, with 2 out of 5 bookings coming from the virtual showrooms. The campaign also garnered earned media worth 2.2 million dollars, despite zero dollars spent on marketing.
Links
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