Increasing mainstream acceptance of EVs represents a significant value creation opportunity for utilities. AEP needed an ambitious awareness and preference campaign to accelerate EV adoption in its served markets.
Research told us that in AEP’s territories, EVs were seen as luxuries — inaccessible and unsuitable for the routines of typical customers. More Tesla than Chevy. Our strategy centered on making it clear the EV was normal and ready for everyday use.
We defined the major perception issues and inhibitors, and a long-term plan to overcome them.
No stock photos of families and their EVs. Our creative team found a whole new way to show just how normal an EV is.
We developed a new architecture, assets and content for AEP’s seven operating companies to deploy across 11 states.
We brought the campaign to life with clever animations, digital ads and bus wraps for regional deployment.
Articles, blogs, calculators and case studies give account teams confidence to meet with businesses about their needs.