Forget sticker shock. Mitsubishi is addressing electric shock as part of a new campaign promoting its i-MiEV electric car.
Developed by Toronto agency John St. in conjunction with Hard/Soft Citizen and interactive agency The Secret Location, the web-led “Electriphobia” campaign is being supported by PR outreach, social media, online advertising and print ads in urban dailies including 24 Hours and Metro.
Angus Tucker, co-creative director and a partner with John St., said that the “Electriphobia” approach stems from the actual concerns prospective buyers have about electric vehicles.
The dedicated site humorously addresses each of the six “symptoms” of Electriphobia – including a fear of electrocution, concerns about the vehicle’s range, even the worry of being perceived as a “hippie” – through a series of both live-action and animated videos.
The objective was to create a site that was simultaneously informational and entertaining, said Tucker. The videos are also posted to YouTube and other social networking sites to drive people to Electriphobia.com.
In one 45-second live-action video addressing the fear of electrocution, a test subject at the fictitious Electriphobia Research Institute is ushered into a room in which everything – a chair, the walls, even the doctor’s lab coat – has been electrified. The subject can only find respite from the constant shocks when he sits inside the i-MiEV.
“Most of the electric and hybrid advertising that has come out from other automakers has been around being green and saving the planet,” said Tucker. “We felt that territory had already been mined quite extensively.”
The communications strategy is also intended to position the i-MiEV not just as environmentally friendly, but also fun to drive, said Tucker.
Treatment for fear of silence
“When it comes down to dropping money on a car, you need more than that to actually get them over these perceptual hurdles,” he said.
There is no specific age demographic for i-MiEV’s primary buyers, said Tucker, although they tend to be highly educated urbanites with a higher household income and more comfortable with technology.
The i-MiEV, he said, will likely be a second or even third car for these families.
Tucker said that the campaign is built around online tactics rather than mass media like TV because electric vehicles represent only a fraction of the overall automotive market. “Investing most of the money online, and making it a really rich experience for those people who do go there and are interested, made the most sense for us.”
Government sources estimate that there will be at least 500,000 highway-capable plug-in electric vehicles on Canadian roads by 2018, as well as a larger number of electric hybrids.
“It’s clearly where the world is headed,” said Tucker.
“For Mitsubishi to be at the leading edge of that [creates] a positive image for the company as a whole and their non-electric vehicles. I think there’s a forward-thinking umbrella effect that extends to their entire lineup.”
Media for the campaign was handled by OMD Canada.
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