Government, car industry and ad agencies join forces to promote ultra-low emission vehicles
The Office for Low Emission Vehicles (OLEV), the Department for Transport and five of the UK’s top vehicle manufacturers through the Society of Motor Manufacturers and Traders have been working with AMV BBDO, Fishburn and Inferno+DraftFCB on a new campaign designed to raise awareness, interest and consideration of ultra-low emission vehicles.
“This is a significant development as government and some of the country’s leading automotive brands pool resources to fund a campaign that will raise awareness of the benefits and capabilities of these new technologies. The ‘Go Ultra Low’ campaign will help the public understand how these new cars work and how they could be a perfect fit for their personal, business or fleet needs,” said SMMT chief executive, Mike Hawes.
AMV BBDO, the lead strategic and creative agency, has developed the Go Ultra Low brand for the campaign launching today (Thursday 30 January), as well as creating a range of print, radio and digital advertising for the initiative. The informative and eye-catching campaign has been designed to help convince consumers that now is the right time to consider an ultra-low emissions car.
Inferno+DraftFCB designed and built the accompanying Go Ultra Low website which highlights the benefits of ownership for both personal and business use. The cross-platform site includes a guide to running an electric, plug-in or range extended vehicle complete with charge point map and car selector based on current driving habits. The site also steers drivers towards booking a test-drive of an ultra-low emissions vehicle via an online portal.
Fishburn is tasked with handling consumer and trade media support with the agency’s consumer and public affairs team launching the campaign to consumers, industry and fleet audiences through two high-profile events; one at motoring landmark, the Ace Café in Stonebridge Park and the other at Old Palace Yard, Westminster.
The five vehicle manufacturers involved in the campaign are BMW, Nissan, Renault, Toyota and Vauxhall, who have joined together to promote the ultra-low emissions category as a whole, rather than their individual cars.
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