Brief
  • New AutoMotive is a transport research group that supports the UK’s switch to electric vehicles (EVs)
  • Its board members wanted to get a share of voice in the debate over the government decision to bring forward the ban on sales of new petrol and diesel cars to 2030
  • New AutoMotive worked collaboratively with multiple stakeholders and were clear that positive messages about electric cars were more important than brand recognition

Challenges

  • The electric vehicle sector is growing rapidly. We knew that many industry leaders would be lining up to have their say on the ban
  • We recognised that there were powerful arguments on both sides of the debate and it was vital to get a share of voice

Approach

  • We knew that case studies would play a key part in persuading the public of the benefits of the electric vehicle revolution
  • We worked with stakeholders including the Electric Vehicle Association England and Octopus Electric Vehicles to gather those case studies
  • We created a Q & A document to address challenges over charging infrastructure, range anxiety and skills training for mechanics
  • We jumped on the news hook of the 2030 petrol and diesel new sales ban to generate media opportunities for New AutoMotive chairman Gi Fernando
  • We targeted national media for its reach and regional media for its ability to cut through to a dedicated audience in an authentic way

Results

  • Broadcast interviews with case studies on Good Morning Britain, ITV News, ITV Meridian, BBC Radio Sussex, BBC Radio Nottingham
  • Broadcast news interview with Gi Fernando on BBC Radio Humberside, BBC Radio Shropshire, LBC and Magic FM
  • Hour-and-a-half long phone-in on BBC Radio Devon with Gi answering questions on electric vehicles
  • Letter to Editor from Gi published in Daily Telegraph
  • Harpswood worked over a weekend to issue a quote from EVA England and generated more than 200 pieces of coverage
  • Landed the message that “people like you” are driving electric cars without range anxiety or charging problems