1 Renewable Cities Global Learning Forum 2015, Vancouver BC, May 14, 2015 Eve Hou, Metro Vancouver Using Public Awareness to get to Market Transformation.

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Presentation transcript:

1 Renewable Cities Global Learning Forum 2015, Vancouver BC, May 14, 2015 Eve Hou, Metro Vancouver Using Public Awareness to get to Market Transformation

2 Market Research Key research findings Awareness of EVs is LOW People buy cars emotionally The driving experience matters most EV owners primarily love the cars’ performance The most persuasive messengers are current EV owners Current conversations tended to be fact or news-related (not experiential)

3 Campaign Brand Creation How does driving electric FEEL… “fun” associations Sharing real experiences

4 EV Ambassadors: the authentic voices Sharing Real Experiences

5 Implementation tactics Website Facebook facebook.com/emotivebc

6 Implementation tactics Contests + 0.8% QOQ % QOQ 6

7 Campaign Implementation tactics Video

8 Campaign Implementation tactics Events AUTOSHOW TEST DRIVE

9 Campaign Implementation tactics Community Event Kits Become a Community Partner! The collaborative approach Banner, Tent Training Kit, FAQ binder Giveaways, rack cards

10 Campaign Implementation tactics What’s Next? Partner with additional communities Corporate ride & drives Continued recruitment of EV owners Integration with provincial incentive messaging

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