Together with ChargeGuru, The PHA Group launched a campaign tackling unequal access to electric vehicle (EV) chargers for millions of flat residents. To spotlight this issue, we illuminated iconic buildings in London Bridge, Canary Wharf, and the Barbican. Our message was clear: Everyone deserves equal access to EV charging.
With 53% of flat residents planning to switch to EVs by 2029 and 12% already driving one, the demand for at-home charging is urgent. However, 70% rely on public chargers, which can cost up to three times more than home charging, something I can relate to as an EV driver. This gap risks leaving 3.4 million people behind in the UK’s electric transition.
Our bold campaign message sought to expose the reality facing many UK drivers with a punchy message: ‘Don’t overpay for EV charging when you could charge at home! FFS.’ This clever use of ‘FFS’ referred to ChargeGuru’s Fully Funded Solution, which gives flat residents access to more affordable EV charging in their building, rather than the abbreviated profanity many EV drivers scream when public chargers are out of order or already in use.
Creative process
We focused on amplifying a single core message: the financial and convenience advantages of at-home charging. Given the rising cost of living, we knew this angle would resonate with the nation. For impactful campaigns in crowded spaces like electric vehicles, understanding the broader cultural and economic context is essential. Conducting thorough research before entering the ideation phase is crucial. Identifying how your messaging, product, or service fits within this context will enhance your campaign’s relevance. Once we defined our core message, we explored various creative routes to engage our audience.
The final idea was to project an animation onto buildings, directly reaching flat residents. In partnership with Immersive-me we conducted targeted research to identify apartment blocks that lacked access to EV charging options, ensuring our message was both impactful and relevant. These projections highlighted the frustration and financial burden of public EV charging compared to at-home solutions, positioning ChargeGuru’s Fully Funded Solution as the answer.
Our punchy, playful messaging, ‘FFS’, simplified a complex issue, making it accessible to a wider audience and perfectly suited for the animated projections.
Challenges for a greener future in the UK
With the predicted ICE ban now by 2030, the UK is racing toward a greener future. Campaigns that raise awareness and inspire action are crucial. Yet, we face significant hurdles: unequal access to EV infrastructure, especially for flat residents.
Despite a commitment to net zero emissions by 2050, progress is slow: only 29% of property managers have invested in EV charging infrastructure in the past 18 months, and just 32% plan to invest in the next year. This stagnation frustrates tenants, with 74% prioritising EV charging when choosing a home.
Public perception also needs to shift. While EV sales are rising, up 20% year-over-year, many still don’t grasp the cost benefits; nor the advantages of home versus public charging, especially in flats.
The role of creative marketing and media
Marketing and the media are essential in accelerating EV adoption by making it relatable and addressing misconceptions head-on. This is where smart marketing can step in. We need to educate the public about the cost-efficiency and sustainability of electric vehicles (EVs). By showcasing advances in EV technology and infrastructure, we can alleviate concerns and anxieties about going green. Providing accurate information that can empower potential drivers to make informed decisions.
We should also share compelling use cases, like stories of flat residents who drive EVs and charge at home; real experiences build confidence and trust. Highlighting the economic advantages of EV ownership is also key; it’s not just for the eco-conscious, it’s a smart choice for everyone.
The media can amplify these messages; by normalising discussions around home charging solutions, we encourage necessary infrastructure investment, and potentially what is outside of what the government provides.
Featured image: Charge Guru x The PHA Group
