Georgia Power is joining in the clean air movement by reducing its reliance on fossil fuel power plants. But it wanted to go further by promoting the use of zero-emission Electric Vehicles (EVs). And since most EVs charge at night, when electricity use is low, demand on power plants is minimal. Secondary goals included establishing Georgia Power as a leader in EV transportation by promoting its growing network of charging stations.
First, we used digital, broadcast and outdoor to raise awareness about the many benefits of driving an EV.
Then we followed with more focused messaging around fuel cost vs. EV savings and the growth of charging stations.
After viewing the TV spot just once, perceptions of Georgia Power as an EV leader grew by 12 points. Overall, online followers increased by 25,000 and exceeded goals by 273%.