Giving EVs Some TLC With Safe Charging Solutions

Electrical Safety Authority

UNIFIED MARKETING COMMUNICATIONS

Challenge:

Electric vehicle (EV) interest and sales are on the rise (with nearly half of Ontarians considering purchasing one soon), but only one-third of EV buyers were filing the proper permits with ESA for their charger installation after making their purchase. This gap posed an urgent risk to people and property, making it critical for the ESA to quickly raise awareness about safe charger installation. 

Insight:

Switching to an EV is a ‘smart’ choice and a source of pride – this emotional investment makes buyers more open to advice that can help them prolong and protect their prized possession.   

Approach:

“Your EV Deserves Better” leveraged Pareidolia, our tendency to see faces in inanimate objects and infer an “emotional state.” We used a visual, tongue-in-cheek approach to guilt our audience into treating their EVs better. The campaign came to life on World EV Day across billboards and geofenced ads, static and video digital ads, and a targeted media push. We also leveraged auto dealership partnerships, industry influencers and content sponsors to further extend our reach. 

Impact:

The amount of people knowledgeable about safe EV charger requirements, hiring a Licensed Electrical Contractor and filing an ESA permit doubled across Ontario. Plus: 2 out of 3 EV owners and 1 out of 3 prospective EV buyers recalled seeing the campaign.