As part of the Dieselgate settlement, Volkswagen Group established Electrify America. Funded with $2 billion over 10 years, it’s charged with investing in Zero Emission Vehicle (ZEV) infrastructure, education and access. More than just paying penance, however, Electrify America has become a leader in pushing EV adoption. In addition to building out charging stations, the company recently sent a proposal to the Unicode Consortium lobbying for an Electric Vehicle with Charger emoji. Now it’s at it again with a new digital marketing campaign.
- In its new campaign, Electrify America tackles the issue of electric vehicle acceptance among the general public.
- Using humor, the campaign addresses underlying fears that EVs are weird or foreign.
- In order to get more EVs on the road, people need to be willing to drive them.
The campaign is called “Normal Now”, and consists of a funny and informational website (www.NormalNow.com) which includes online videos, streaming ads, digital banner ads, social media ads, paid search, and streaming audio and podcast. Its goal is to introduce and “normalize” zero-emission vehicles (ZEV).
For the majority of Americans, electric vehicles are either newfangled contraptions or they aren’t even on the radar. To help ZEVs merge into the mainstream, Electrify America worked with creative shop Eleven to create comical 15-second videos, GIFs and still images to show that new technology can be scary weird at first, but then become perfectly integrated into our lives. Examples include cell phones, smart watches and online dating — and, if all goes as planned, zero-emission vehicles.
“Yes, people scratched their heads when the flying machine, computer, and cell phone were introduced, but soon after these advancements became woven into our everyday lives,” said Mike McKay, Chief Creative Officer, Eleven, in a statement. “We believe the electric car is becoming fully embraced as well, and our Normal Now campaign is a simple reminder that electric cars are here to stay.”
The campaign runs nationally through December 2021.
WHY THIS MATTERS
Electric vehicles continue to get better, but if people don’t know about or trust the technology, it doesn’t matter. With this campaign, Electrify moves deeper than addressing range anxiety, charge time and cost. It believes the true resistance comes from fear of change and lack of EV exposure in pop culture. While most educational campaigns take a rather serious tone, this one goes for the funny bone—and it’s much easier to get people on your side when you make them laugh.