Electric Streets

Brief

The Brief.

As the UK’s oldest surviving car brand, Vauxhall wanted to showcase its commitment to supporting Britain’s transition to electric vehicles by breaking down potential barriers to EV ownership.

Whilst delivering a fully integrated campaign that resonates with motorists and allows the brand to stand out in the transition to zero emission mobility, Vauxhall wanted to show that EVs can be practical and accessible for all, educating UK motorists about EVs and engage with potential future owners and industry leaders to show them the way forward.

The Response.

We carried out a Freedom of Information investigation with Vauxhall that found over 70% of local councils had no published strategy for residential on-street charging. In response, Vauxhall launched ‘Electric Streets of Britain’, a multi-year initiative to ensure nobody is left behind in the switch to electric.

Vauxhall launched an online national database where homeowners can register their street for public charging, enabling councils to have a better understanding of where demand really lies. It also launched an ‘Enablement Fund’ – a financial bursary for leading charge-point operator partners to access and help them educate councils about on-street charging needs and strategies.

The Results.

The initiative gathered momentum from leading broadcast, national, business and automotive media. There have been over 150 pieces of press coverage on Electric Streets since launch, and over 58,000 unique visitors to the dedicated Electric Streets webpage with the support of a strategic CRM plan.

Whilst the number of registrations through the Electric Streets database continues to rise, the campaign has boosted Vauxhall’s voice as a leader in the country’s EV transition. Electric Streets of Britain has become a cornerstone of Vauxhall’s brand strategy as it welcomes new partnerships with household names into the initiative, and delivers more integrated content moments and updates on the impact its charging operator partners are having locally.