LET'S PUT THE ENTERTAINMENT INTO ELECTRIFICATION
LET'S PUT THE ENTERTAINMENT INTO ELECTRIFICATION
14/10/24, 11:00
Martin Cox - April Six Creative Director
The media is full of negative stories about EV usage now. As we move from Early Adopter phase to the mainstream, it seems the stories around the positive benefits of electrification are being lost to the naysayers. It’s a story worth exploring.
For the automotive industry, transformation has always been incredibly costly. I was lucky enough to be working on the transformation of Jaguar a decade ago. In 2014 it opened its £500m Ingenium factory to compete with their competitor German engines. It was a massive investment that gave us an equally big challenge – to make Jaguar famous again. To do so, we created the globally successful ‘Good to be Bad’ campaign. It launched the F-Type, XE and F-Pace and helped triple global sales in five years. Since then, the industry has moved towards hybrids and electric and Jaguar is having to re-invent again. We are still waiting for Jaguar’s new transformation to an all-electric range, but it should be an exciting opportunity for the brand to reinvent itself again.
Embracing electric hasn’t been easy for manufacturers. BMW went early with the i3 and i7. Both innovative, carbon-monocoque cars that were and still are loved by their owners but were too expensive to manufacture on a bigger scale. Instead, BMW’s real electric success has come from integrating their electric technology into their more traditional-looking SUVs and saloons. It’s a notable lesson. As creatives we often desire to be different and stand out and perhaps expect everyone to do so, but it’s good to remember it’s not what the majority desire. Conformity and reliability are what many are looking for. Hence why the Toyota Corolla was the world’s best-selling car for so long!
As for Toyota, they led the Hybrid revolution with Prius and held onto their belief in hybrids and potentially hydrogen, while most manufacturers were moving to full-electric. I created multiple European launch campaigns for their hybrid cars, including Europe’s best-selling Yaris Cross. Can their full-electric offering be as appealing for the mainstream?
What can change the behaviour of the majority? We can take a lesson from Apple: they started by asking what consumers wanted and crafted an effortless, enjoyable experience. This approach transformed Apple from a creative tool into a global success story, with products even our children and grandparents can use, Apple stores you want to spend time in, and support services like the Genius Bar.
For the automotive industry, enhancing the user experience is dependent on better charging infrastructure. It’s been fundamental to Tesla’s success with its Supercharging Network that is fast, efficient and seamlessly integrated to their in-car tech. And while Elon Musk may have claimed to not need to do advertising, putting a car in space sure feels like a big activation idea to me.
Which brings us on to the other big E word. Entertainment.
The Land Rover Dragon Challenge was the most extraordinary campaign of my career so far, a crazy climb up 999 steps in China. It was made to entertain on the scale of a Top Gear documentary, yet it came from a product truth – that the new hybrid Range Rover Sport had better throttle control for bouldering and climbing. So, we looked for the biggest, most entertaining, climbing challenge we could find. And we demonstrated not just the incredible product capability but also the incredible human bravery to make it happen. It’s a simple but effective approach for every car brand I’ve worked with - make your product truth an entertaining human story.
So how can we make the transition to electric more entertaining as well as more convenient?
Could the charging infrastructure be more linked to entertainment for a better user experience? There’s no reason for charging stations to be at garages. We should go where people naturally spend time. And bring entertainment to electrification. With more partnerships with places such as leisure centres, cinema complexes, shopping malls and cultural sites. Porsche is starting to collaborate with more relevant locations for its charging, making charging part of an enjoyable user experience. And of course there are countless positive stories now from electric vehicle owners, in terms of performance, usability, convenience and cost. All stories that creatives could be bringing to life in entertaining ways to help persuade more drivers to go electric.
Of course, car manufacturers are dealing with the complexity of these issues on a global scale, with enormous differences in driving requirements, government support and practical logistics. Yet there are always brands that have found a way to appeal and supply to the masses on a global scale. Ultimately, people seek enjoyable experiences, whether that’s through our advertising or through their driving experience.
If they enjoy it, they are more likely to talk about it and to share it. In the end, even with all the tech in the world available to us, entertaining storytelling is at the heart of us connecting with audiences and changing behaviour. And that’s a story we should be proud to tell.