While electric vehicles are the hot, new sustainable choice right now, switching to an EV can be an overwhelming decision. Many believe EVs are too expensive, that there are few to no charging stations available, and buying one could completely change their lifestyle. To support National Grid’s Drive Green electric vehicle discount program in Upstate New York, Mower developed a pilot campaign called “Plug & Play” to help change that perception.
The tone behind the strategic idea was lighthearted and educational, showcasing that EVs are for everyone and giving a whole new meaning to “joy riding”-when you recharge your car, it energizes you. Not only that, but National Grid makes the purchase decision so much easier with buyers’ guides, incentives, a charging station locator and more.
This highly targeted campaign was built to test different messages along the path to purchase. We created custom videos for paid social on Facebook and Instagram, programmatic display ads, paid search, and a tiered e-blast series that displayed high engagement and click-through rates exceeding the benchmark by over +400%. Overall, the campaign drove two million impressions in just a handful of ZIP codes. Due to its initial success, the pilot was expanded across the entire region.
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