EDF Energy plans to disprove common myths surrounding electric vehicles (EVs) and increase consumer awareness through the launch of a new mainstream ad campaign.
Dubbed ‘Generation Electric’, the campaign is focused on generating consumer awareness, particularly in relation to EVs. It features consumers utilising a range of EVs, including cars, bikes and skateboards.
A separate series titled ‘Electric Adventures’ will see different influencers embark on a British road trip in EVs, with cars, technology and energy provided by EDF.
The aim of the campaign is to tackle common myths around owning and running an EV, as well as promoting the Big Six energy firm’s end-to-end solution for domestic EVs.
Beatrice Bigois, managing director of customers at EDF Energy, said that the utility is committed to engaging consumers in an electric future.
“No matter your age or background, everyone has the power to change their world for the better. As energy consumers become more aware of their impact on the environment, they turn more and more to low-carbon energy sources.”
The integrated marketing campaign was created by M&C Saatchi Accelerator, with M&C Saatchi Performance, Bountiful Cow, Brilliant Noise, Good Relations, Sense and Design Motive all contributing to the campaign.
Richard Alford, strategy partner at M&C Saatchi, said the ad campaign was more than a “typical project” for the company and the main slogan – ‘Generation Electric, everyone’s welcome’- is a powerful call to everyone to reduce their carbon emissions.
In placing clean energies as central to their new campaign, EDF is following other utilities who’ve done the same in recent times. Two years ago E.On trumpeted its domestic solar with a new campaign that was supported by pop band Gorillaz, while last year OVO Energy launched a campaign that featured a mock-up of US President Donald Trump trashing a solar farm with a golf club.