Electrify America has launched ‘Normal Now’, a new brand-neutral digital marketing campaign to increase consumer awareness and adoption of zero-emission vehicles.
The digital campaign has launched with a new website, www.NormalNow.com, online videos, streaming tv ads, digital banner ads, social media ads, paid search and streaming audio and podcast across the US.
The campaign will introduce zero-emission vehicles to the majority of Americans who are not aware of the vehicle technology and increase interest amongst those who have heard of the technology but never considered switching to one.
The campaign will compare “new technology” of the past – including cell phones, smart watches and online dating – and what is assuredly the transportation method of the future.
Electrify America is partnering with marketing firm Eleven to implement the campaign as part of a $42 million education and public awareness initiative. Electrify America is investing $2 billion over a period of ten years in electric vehicle infrastructure.
Richard Steinberg, senior director of Green Cities, Marketing and Communications at Electrify America, said: “A large percentage of the car-buying public cite functional concerns about EVs, like range anxiety, charge time and cost, as reasons why they wouldn’t drive electric; however, the Normal Now campaign is inspired by the insight that there is actually a deeper, more emotional set of barriers standing in the way of consideration and adoption.
“We believe that fear of change and lack of exposure to EVs in pop culture is making people view electric vehicles as too different from what they’re used to, and therefore [we] are striving to normalise EVs with this latest educational campaign.”
“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, CEO at Eleven. “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 project runs through December 2021.