EVs (electric vehicles) are becoming increasingly popular throughout the world. Even in Ireland, sales of EVs in 2018 look like being double what they were last year. Most Irish drivers, however, are still reluctant to make the leap. That’s because EVs suffer from a perception problem: they still sound like the technology of the future. The SEAI #DrivingElectric campaign sets out to show the current day benefits of electric cars. Presenting “The New Face of Driving Electric”.
The campaign, which includes OOH, press, digital and radio executions, will show a new wave of electric car owners. Not just the tech-savvy or environmentally conscious, but people from across all demographics. Putting a new face to electric cars opens the door to focus firmly on the tangible benefits for regular Irish drivers. Electric cars don’t just win from a moral standpoint, they make financial sense too.
Tom Halpin, Head of Communications at SEAI said “At present electric vehicles, or EVs, make up less than 1% of Ireland’s car fleet. We understand people’s concerns about driving electric. The aim of this campaign is to dispel any of the misperceptions around EVs, such as range, price, running costs and charging. We want to demonstrate that electric vehicles are now compatible with most people’s daily lives. In 15-20 years’ time, the face of driving electric in Ireland will have changed completely from what we know now and DrivingElectric.ie is a critical building block in that transition. We are delighted to be working closely with the Society of the Irish Motor Industry (SIMI) to make sure the campaign reaches the widest audience possible. Today we’re urging everyone to learn just a little bit more about electric vehicles – and take a test drive. You might be surprised at just how great they are.”
Credits:
SEAI team:
Head of Communications: Tom Halpin
Marketing and Communications Manager: Fiona Smith
Agency team:
Creative Director: John Kilkenny
Art Directors: Zoe Perrin/ Eva Redmond
Copywriter: Marty Corcoran
Account Director: Niamh McDermott
Account Manager: Ruth Gill
Strategic Planner: Lucy Remitz
