Auto Trader converts electric sceptics
As part of Auto Trader’s ongoing commitment to drive awareness and consideration of its customers’ electric vehicles (EVs), it’s launched a new social media led campaign sharing the journey of 5 “Electric Sceptics.”
The first video launched at 11am Friday 12th August with a new video launching each Friday until World EV Day on the 9th September. The campaign will be promoted on the Auto Trader website and app, as well as via email, paid digital advertising and organic and paid social channels targeting its 2.6 million followers and subscribers.
The integrated consumer campaign will show how five confessed petrol-heads who were convinced that electric cars were “only good for non-car enthusiasts” have had their scepticism jolted - “this can really go”- out of them. The sceptics were sourced from comments on the Auto Trader Facebook page and were given the opportunity to have a driving experience with an electric vehicle alongside YouTube presenter Rory Reid. Their original scepticism around EVs centred on concerns with performance and the overall experience of driving electric.
The primary audience for the campaign is consumers who are open minded about making the switch but want to know more, with ‘EVangelists’, those who are already on their EV journey and likely to share this content with their friends and family, tapped as the secondary audience.
With one in four new car leads now for an electric vehicle, there’s clear growing consumer interest in EVs as highlighted in the latest edition of Auto Trader’s The Road to 2030 report. However, some consumers will need more education and persuasion than others to make the switch to electric and that is the focus of the “Electric Sceptics” campaign.
This is the latest in a series of significant investments made by Auto Trader which are designed to support consumers on their EV journey, by increasing awareness, dispelling myths, and by offering expert guidance and advice. Through education (including the Electric car hub) and encouragement (including the monthly EV Giveaway), these EV focused campaigns form a key part of Auto Trader’s overarching commitment to driving more engaged consumers to its retailer partners’ adverts.
The Electric Car hub, which was launched last year, combines electric car reviews, buying guides and frequently asked questions to provide a one-stop-shop for consumers considering going electric. The Electric Vehicle giveaway launched in May 2021 and has gifted a free electric vehicle to a consumer each month, generating nearly 3 million (2,927,989) entries since launch. To date, over £500,000 has been invested in prizes, which have included a MINI Electric, Jaguar I-PACE, Tesla Model 3 and a Ford Mustang Mach-E.
Rory Reid, YouTube Director at Auto Trader said: “It’s vital that we play our role in helping drive broader consumer adoption of electric cars, by highlighting the need for more financially accessible options, improved charging infrastructure, and a more transparent buying experience. But we also invest heavily in helping drive awareness amongst the millions of consumers that use our platform and tune in to our social channels.
“We often focus on the green credentials of EVs, but in this campaign we really wanted to look at the visceral experience of driving electric and challenge those sceptics that think a thrilling driving experience is limited to petrol or diesel. I think we did just that, proving that voltage is just as enjoyable as fossil, as well as a more environmentally friendly option for personal mobility.”
To watch the first in the series of Electric Sceptics videos, visit: https://www.autotrader.co.uk/cars/electric/sceptics
For retailers looking to improve their EV knowledge and confidence, Auto Trader has just announced the upcoming launch of a new Retailer Performance Masterclass which is designed to help reduce knowledge gaps and improve retailer EV confidence and capability. The module will be available later this year.
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