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H2 Media Opps: Electrify America adds PR support ahead of July campaign (Score 63)
Update: Shortly after naming Compass Communications LLC will work together on educational campaigns to raise public awareness about zero-emissions vehicles (ZEVs). This is the first PR AOR for Electrify, the Volkswagen unit charged with building a national network of electric car charging stations. In addition to these campaigns, Zeno & Compass will work in tandem on media relations, corporate communications and digital outreach - much of which will tout the advancements in car-charging technology.
Eleven is expected to debut a campaign this summer (more below), at which point Electrify is slated to have 484 stations either installed on under construction. Look for PR efforts to support this campaign and bring awareness to these existing stations. Note that Electrify plans to have charging stations in 29 metro areas in 46 states by the end of 2021.
Agency readers - Reviews tend to follow one another, so keep an eye out for potential media and/or digital reviews in the future (particularly in H2 or after the summer campaign). We are unsure if Electrify currently has a dedicated media AOR, but PHD USA has handled Volkswagen's media since 2016.
Sellers should reach out for last-minute dollars that could be available for the debut of the summer campaign. Note that it is slated to run for 30 months, so keep plugging away for your chance at revenue over the next year. Focus on digital and social media - high ROI channels - but don't discount TV spend in the metro areas where charging stations are or will be installed over the next two years (including Boston, Chicago, Denver, Fresno, Houston, LA, Miami, NYC, Philly, Portland, Raliegh, Sacramento, San Diego, San Francisco, San Jose, Seattle & Washington, DC).
Below was originally published on March 13:
Electrify America, a division of dropped after creating their debut ads last year. The San Francisco-based agency will kick off the 30-month, $62 million campaign this July.
Edge has known about this 2019 push since last August; the campaign will include TV, radio and web efforts. Note, digital display should be a significant part of the budget. After all, Digital Marketing Senior Specialist Brenna Corrigan was promoted last November.
Sellers should reach out to Volkswagen's media agency since 2016, PHD USA, to pick up dollars from upcoming marketing increases. We don't have specific spending data for Electrify America but Kantar Media highlights, Volkswagen spent $348.2m last Q1-3 predominantly on TV ($342.2m), while the rest of the funds were spread across print, digital, digital search, OOH and radio. Annual spending appears to have declined since 2016's $631.1m, compared to $580.6m in 2017.
Electrify America partnered with Lucid Motors last year to provide a charging plan, due this June (more here). This is likely the only agency shift coming down the pike seeing as PHD handled media on last year's campaign. June's kick off will highlight zero-emissions vehicles and infrastructure, as well as their electric-vehicle charging stations across 42 states.