Challenge: New petrol, diesel and hybrid cars will be banned from 2030. However, 40% of drivers don't have parking suitable for home charging. Current public charging infrastructure causes 'charging anxiety' - the fear of slow, unavailable or malfunctioning charging points.
Solution: Greenhouse coordinated the launch of GRIDSERVE's ground-breaking Electric Forecourt® in Braintree. The site, the first of over 100 being built by 2025, provides people with the confidence that the UK will have the charging infrastructure required for mass EV adoption well ahead of 2030. The £1bn UK-wide programme will make EV driving an enjoyable, ultra-convenient and stress-free experience.
A creative and fully integrated campaign, which deployed COVID-safe VIP journalist and influencer site tours, EV test drives, video creatives and innovative digital activations, delivered close to 600 pieces of media coverage, including The One Show, Financial Times and BBC. Social media engagement came from World Economic Forum, BEIS and Grant Shapps (Transport Secretary).
Impact: Footfall at the Forecourt exceeded expectations, with visitors coming from as far as Scotland to charge their vehicle. One local resident purchased an EV after learning about the Forecourt. Vehicle manufacturers - including Vauxhall, Peugeot and Citroën - sought to partner with GRIDSERVE to sell EVs.
Hitachi Capital invested £10m into GRIDSERVE, referencing the opening in its announcement.
Immediate interest was generated from landowners and developers, with new sites secured on major motorway networks as a direct result of media coverage.
Footage of the Forecourt, produced by Greenhouse, has been used as part of government announcements and party-political broadcasts.