The Go Ultra Low campaign is a jointly funded initiative between the Department for Transport and eight vehicle manufacturers, and it aims to improve the perceptions of plug-in cars.
Our challenge was to create a PR and social media campaign to promote one of the most unique qualities of electric cars – their quiet engines, which our research showed us meant a more relaxing and refined driving experience.
Having identified jazz music as an interest of our over-40s target audience, we reached out to Cerys Matthews – an established artist and respected voice on jazz music – who wrote an original song for the campaign, which was then recorded and filmed in a fleet of moving electric cars.
The campaign reached 1.4m people on social media and traffic to the Go Ultra Low website jumped by 231%. Our activity generated 491 test drive requests, and pre and post campaign research proved that we’d improved perceptions of electric cars and their quiet engines by +21%.