Volvo is hoping to address negative consumer perceptions around electric vehicles with its latest campaign by WPP’s Grey London.
‘Recharge your car, recharge yourself,’ aims to change the lasting perception that many people overthink how long it takes to charge an electric car and the scarcity of charging points.
The Swedish car manufacturer hopes that its innovative out-of-home idea will change these attitudes, with Grey London’s assets directing people to the nearest fast charging points.
The boards will also give out details about a local leisure activity people can enjoy while waiting the 40 minutes it takes on average to charge an electric vehicle.
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Having launched this month, the campaign will run until mid-November and will include additional video-on-demand, digital and social assets.
“We wanted to debunk the biggest myth surrounding electric vehicles – that there aren’t many conveniently placed charging points and that EVs take a long time to charge,” Grey London creative Chaz Mather and Lucy Jones said.
“This campaign felt like the best way to show people this wasn’t the case – whilst also offering people regenerating activities that would make these short wait times fly by.”
