Client: Leaseplan
Electric Moments digital PR campaign
(An award-winning campaign)
The brief and back to basics
In 2021, LeasePlan UK briefed us to deliver a multi-channel campaign that would help position it as a market leader in EV leasing.
Part of the challenge was to reverse inherently negative media discourse, which suggested that “EVs are expensive” and that "charging points (business and domestic) are a hassle to connect". But crucially, we needed to overcome the biggest barrier of all: range anxiety.
Our concept was to develop a multi-channel "Electric Moments" campaign that would extend beyond the typical trade press into consumer media, as well as be appealing for YouTube hosts and broadcast.
Sparking a strategy
To rev up the campaign, we were keen to partner with a well-known voice on the subject. We chose Robert Llewellyn, host of the UK’s #1 clean energy and EV YouTube channel, Fully Charged. So, with this in mind, part of our creative strategy was to:
1. Produce a mix of press releases, with headlines attractive to both trade and consumer press, informed by quant research.
2. Work collaboratively with LeasePlan’s content team to deliver the tools needed to take drivers on a myth-busting journey. (This content was informed by social listening and search behaviour.)
3. Develop innovative, tailored media materials, using LeasePlan’s CEO as a spokesperson, while highlighting key data and hyperlinking the relevant driver tools to improve EV adoption.
Reach and link building PR goals
Online media was our core target for those all-important backlinks, traffic and, in time, an improvement in search engine results for LeasePlan’s website.
Our mix of press releases all linked back to the dedicated ‘Electric Moments’ campaign landing page.
We conducted a Radio Day with Robert Llewellyn including BBC, to discuss the survey results, with a view to reach a wide consumer audience.
Speedy Results
The campaign exceeded LeasePlan’s expectations. Within just six months:
The percentage of EV sales via LeasePlan’s brokers doubled.
The results were so compelling that LeasePlan’s Marketing team won “Marketing Campaign of The Year 2021” in an international, internal award programme, plus won Team Of The Year within the Commercial division of LeasePlan UK. The campaign also featured in LeasePlan’s 2021 GreenFleet Awards commendation.
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