Dive Brief:
- Electrify America, a subsidiary of Volkswagen (VW), is launching a national radio, TV and web advertising campaign to educate consumers about the availability of electric vehicles (EVs) and related infrastructure.
- The "JetStones" campaign, which uses the themes for the classic cartoons "The Flintstones" and "The Jetsons," was developed with the creative agency Deutsch and will run nationally through June of 2019. The ad is brand-neutral and the "Plug into the Present" website associated with the campaign allows consumers to compare models across different EV brands.
- "The JetStones campaign is just the beginning of our work to educate and demonstrate that electric vehicles offer a full array of features that customers expect, and they are totally fun to drive," said Richard Steinberg of Electrify America in a statement.
Dive Insight:
Electrify America, which is funded with $2 billion from the settlement over VW’s emissions cheating scandal, plans to spend $45 million over ten years on public education and engagement. The spot specifically notes use of a charging station, part of the campaign’s effort to show that charging infrastructure is available in cities now and that EVs can be used readily.
As more automakers are introducing EV models, cities, states and businesses are investing heavily to promote them. Northeast states partnered with automakers for an advertising campaign announced at the New York International Auto Show in March to promote electric vehicles, meant to promote how easy the vehicles are to use. In July, cities and businesses aligned under The Climate Group and C40 Cities to make pledges to speed up adoption of EVs and raise public awareness. Because the cars still have an up-front cost and make up a tiny portion of auto sales, consumer acceptance is still a major barrier to widespread adoption, and the environmental benefits that would follow.
Electrify America has also pledged to invest $800 million in California over a decade, kicked off with $44 million on several EV-related projects in Sacramento. By focusing investments on charging stations, electric buses and a fleet of shared electric vehicles, the program is meant to target initiatives that will make consumers more familiar with electric vehicles and make them easier to use in major cities.
