Electrify America's New Brand-Neutral Marketing Campaign Shows 'Electric Vehicles Are Worth Watching' and Driving

The campaign called 'As Seen on EV' uses popular streaming TV genres as inspiration to educate consumers and encourage EV adoption

Modeled after popular streaming television content, 'As Seen on EV' aims to educate on and shift common misperceptions about EV ownership like driving range and charging access by highlighting the positive realities of living with an EV. Spanning TV genres from dramas and reality-dating shows to telenovela, the campaign showcases the benefits of driving electric by making EVs the star of the show. At launch, three video ads will be available with additional videos to be released later in the campaign.

Video ads or 'shows' in the campaign include:

Reality dating show theme – Highlights EV attributes of sporty styling and quiet driving along with the ability to charge an EV at home or on the road.

Historical drama theme – Spotlights the instant torque and fast acceleration that EVs provide along with generally lower routine maintenance requirements than gas-power vehicles.

Telenovela theme – Informs viewers that EVs have zero tailpipe emissions. (Released later in the campaign.)

Courtroom drama – Focuses on the wide variety of models and styles of electric vehicles to suit different needs. (Released later in the campaign.)

The campaign's website – SeenOnEV.com – is now live with additional content to help further learning about EVs and their benefits. The multifaceted campaign is part of Electrify America's investment to not only expand zero emission vehicles (ZEV) infrastructure and availability, but also to help educate consumers about ZEVs during this major shift to electric transportation.

'Just as streaming TV redefined how people watch television, EVs are redefining transportation,' said Misti Murphey, director of Brand Strategy & Integrated Marketing at Electrify America. 'The 'As Seen on EV' campaign allows us to meet consumers where they are – in the now familiar medium of streaming TV – to build consumer confidence about EVs.'

'As Seen on EV' content will also be available on the YouTube channel As Seen On EV. A digital toolkit- SeenOnEV.com/toolkit with shareable content is available for those who want to help spread the word about the benefits of driving EV.

The digital campaign, developed with creative agency Praytell, will run nationally through July 2024. The ads will run as online video, digital display, paid social, streaming audio, paid search and digital out of home.

About Electrify America

Electrify America LLC, the largest open DC fast charging network in the U.S., is investing more than $2 billion in Zero Emission Vehicle (ZEV) infrastructure, education and access. The investment will enable millions of Americans to discover the benefits of electric driving and support the build-out of a nationwide network of ultra-fast community and highway chargers that are convenient and reliable. Electrify America and Electrify Canada expect to have more than 1,800 total charging stations with over 10,000 individual chargers in the United States and Canada combined by 2026. During this period, Electrify America will be expanding to 49 states and the District of Columbia, supporting increased ZEV adoption with a network that is comprehensive, technologically advanced and customer friendly.

Photo credit: Electrify America
posted on conceptcarz.com

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