With their new nationwide campaign “Recharge your car, and recharge yourself”, Volvo Cars UK is helping address a consumer perception problem that has existed for as long as the electric car.
When people think about charging an EV, they think of long wait times, inconvenient charging points that are few and far between, and wasted time. With a clever contextual OOH idea, Volvo has solved all their concerns in one.
Created by Grey London with media planning and buying by Mindshare UK, Volvo’s OOH ads direct people to nearby faster charging points and give consumers a local activity to enjoy whilst they wait. These free activities - such as lakeside walks, breathtaking views, beach swims, art galleries, castles and iconic landmarks, are ideal for families, and were selected based on their ability to relax and recharge people within the 40 minutes it typically takes to charge a Volvo Pure Electric model from 10-80%.
Each ad features a neon sign to signal the brand’s Pure Electric range, created in conjunction with 3D artist Ben Fearnley.
During planning, a key insight showed that interest in EV accelerates when CAZs are introduced/announced, so to create an efficient campaign that delivers on reach within the budget parameters, the activity is targeted to CAZs being introduced in the next 3-12 months, creating regional reach and impact. This is also the first time Volvo Cars UK has used programmatic OOH, via Kinetic’s new programmatic product Sightline, which is ensuring greater relevancy and ability to maximise key audience delivery. This buying route has been key to delivering bespoke location creative with ease.
This professional campaign titled 'Recharge your car, and recharge yourself' was published in United Kingdom in October, 2022. It was created for the brand: Volvo, by ad agency: Grey London. This Outdoor medium campaign is related to the Automotive industry and contains 6 media assets. It was submitted 11 months ago.
Head of Brandspace Georgina Williams
Marketing Communications Manager Terissa Wingfield
Creative agency Grey London
President and Chief Creative Officer Laura Jordan Bambach
Executive Creative Director David Wigglesworth
Creative Director Sam Haynes
Creative Director John Gibson
Senior Art Director Chaz Mather
Senior Copywriter Lucy Jones
Creative Operations James McNichol
Business Director Kate Armishaw
Strategy Director Gilliam Caldwell-Dunn
Account Manager Cara Simcock
Agency Producer India Smith
Studio Director Rachael Bowen
Head of Design Sunir Patel
Senior Graphic Designers Kit Suman
Senior Artworker Nigel Miller
Senior Digital Designer Kasturi Shelar
Artist Ben Fearnley
Media Agency Mindshare
Sarah Rose Client Lead
Sophie Parker Business Director
Luca Mindel Account Executive
Programmatic OOH Partners Kinetic
Alys Donnelly Head of Programmatic
Alex Grieves Delivery Director
Borislav Atanasov Delivery Manager