UK Launch

Campaign

Role

Strategist

Timeline

One Week

Background

EVgo is America’s largest public network of DC fast chargers, powered by 100% renewable energy. They are heavily investing in rapid-charging technology, which can charge vehicles in 30-45 minutes instead of several hours. EVgo does not own land, but rather partners with businesses and private landowners to set up charging stations on their property. And while they’re well known in the US, they are now preparing to launch into a crowded EV charging market in the UK, where several well-established competitors (many backed by large oil companies) have been building a stronghold on the market.

Within the EV charging spectrum, women in particular have reported feeling unsafe when charging their vehicles - especially since they are forced to stay with their vehicles in these locations until the charge is complete. There have been calls for EV charging providers to start making the experience safer by adopting better lighting and CCTV capabilities at charging stations. Despite this, few competitors are addressing safety in a meaningful way.

The Ask

The Challenge

The Opportunity

Create a campaign to support EVgo’s launch in the UK, converting 10% of existing subscribers of competitor services to EVgo users within the first year in market.

With increasing safety concerns over charging spaces and secluded locations, it has become difficult for many people to charge with peace of mind. How can we position EVgo to cut through the clutter, and convince the growing base of UK EV consumers that EVgo is the obvious choice for their charging needs?

EVgo can position itself as THE ONLY service that is (doubling down) taking user safety concerns into account.

Target Audience

Get to Know Sheila

She's a 30-year-old personal assistant who lives in Edinburgh, Scotland. She is the proud owner of a Hyundai Kona electric vehicle and loves driving it everywhere, even if traffic in Edinburg is worse than having to eat cold soup. She lives a busy life and is an affluent user of her Starbucks rewards card. She knows the city like the back of her hand since she has to drive around all day running errands and constantly looking for new places to charge. She's on her phone all day with places to go and people to meet. She usually charges her car at night since that's the only allotted time for that but she hates having to do so because it implies running the risk of something happening to her. She used to charge her car with her boyfriend, but he's out of town a lot and so she finds herself having to charge by herself in the dark. Any woman knows of the dangers this implies and she's well aware that she needs to be on the constant lookout in order to stay safe.

Insight

People put their safety on the line even while performing simple, everyday tasks.

Strategy & One Liner:

Recharge your sense of safety.

Creative Executions

Rate your experience and provide feedback regarding safety. EVgo will receive this data in order to make educated changes that align directly with what consumers want.

Share your station location and charging ETA with friends & family so they always know where you are and how long you'll be there. Plus easily swipe to contact your specified numbers if you're feeling unsafe.