Informed and validated by extensive market research, the core creative theme underpinning this hugely successful campaign was ‘Electric Moments’, an emotionally-led territory that celebrated the ‘lightbulb’ moment when businesses and drivers realize the benefits of transitioning to EVs. Key to its success was the flexibility of Electric Moments; the extensive pre- campaign research helped us to uncover stories – or the ‘moment’ that EVs just made sense – and that in turn informed the creative messaging.
Covid-19 decimated the UK fleet leasing market in 2020. With most people mandated to work from home, there wasn’t the same need for business- related cars/vans.
But while vehicle numbers in this category dropped 2.2% between Q1 and Q4-2020 (source: BVRLA), there was a 0.7% uplift in consumer (B2C) vehicle leasing, with 15% being electric vehicles (EVs).
LPUK has long sought to reduce the industry’s environmental impact; a founding member of the EV100, the company has committed to delivering net-zero emissions by 2030.
The challenge, therefore, was to find a mechanism to capitalize on a growing EV opportunity – one that would promote EVs, as per the environmental pledge, while increasing orders in a contracted B2B market.
Our strategy for achieving this was to support LPUK in creating a multifaceted campaign, underpinned by emotional creative and messaging, that would:
- Help overcome reservations about EVs.
- Give people confidence to choose electric.
- Position LPUK as the expert partner in transitioning to electric.