Despite being well informed about the environment, charging boxes and charging points for electric cars are still few and far apart. A fact that is holding people back from making the conversion to an electric car. To break through we needed to push availability rather than sustainability.
Instead of just building a ton of charging points, we wanted to inspire people to share their private charging box with others. That way we could “build” new public charging “stations” all over Sweden and add them to the E.ON Drive application. Since swedish media is reluctant to write stories that’s directly related to big brands like E.ON, we created and launched a new brand (Olssons Elmack), with no apparent connection to E.ON, in order to carry the message. And then we gave that brand its own marketing channels and a low budget, home-made 360° campaign to communicate and get media attention.
Results: Brand perception +81% / Top of mind in segment +133% (clear market leader for the first time) / Beat the sales goals by +54% (charging boxes) / +9 million earned media impressions
