How Veloz and Superconductor are leading the charge in EV marketing

Over the last five years, Superconductor and the “Electric For All” campaign (powered by Veloz) have developed a winning playbook that’s shifting perceptions and increasing EV sales in California.

Now, as they prepare to take the ElectricForAll.org message to a national market, they’re sharing the secrets to their success.

“Hollywood-caliber storytelling has always been integral to our EV education campaigns,” said Josh Boone, Founding Executive Director of Veloz. “Whether it was Arnold Schwarzenegger and Mark Ruffalo in our previous campaigns, or Eric André directing our most recent work, entertainment has proven to be a great way to connect with our audience.”

Before developing the recent “Myths Busting Myths” campaign, the client and agency commissioned a research study from Hall & Partners to understand why people were choosing EVs—and even more importantly, why not.

What they learned was that three of the top five barriers that were holding consumers back were messages that automakers were unlikely to address in their own marketing. They were also myths which could easily be debunked with the right strategy.

“We designed the campaign to change perceptions about EVs in three key areas,” said Chris Adams, co-founder and CCO at Superconductor.  “They’re more affordable than you think, they’re easier to charge in public than you think, and they’re easier to charge at home than you think.”

According to a follow-up report from Hall & Partners, it’s working. After viewing the ads, 75% of the audience were more likely or much more likely to purchase an EV.

The perception that “EVs are affordable” increased by 14%.

The perception that “charging an EV is fast, easy and convenient” increased by 17%.

And the perception that, “you can find EV charging stations everywhere these days” increased by 6%.

“We’re really excited to take everything we’ve learned about EV education and marketing and expand it to a wider audience,” said Boone. “We’ve got a lot of momentum."