CAMPAIGN | FLO

GOING WITH
THE FLO.

M^cMillan conquers EV range anxiety by focusing on the positive

Challenge

Just like the Model T one hundred years ago, electric vehicles represent a historical turning point. While much of the focus is on the manufacturers creating new makes and models—those cars need power, and the EV charging industry is growing just as fast. Enter FLO: they have ambitions to be a world-leading EV charging network operator. How can they distinguish themselves in this nascent but fast-growing market?

Insight

Studies have shown that one of the major deterrents to buying an electric vehicle is range anxiety. Will I have the same freedom with an EV as I do with my gas-powered vehicle? Instead of answering that question directly, we decided to skip to the next step. Instead of focusing on their anxieties, FLO’s new brand campaign would be all about assurance.

Solution

Whether they’re talking to existing EV drivers or the EV-curious, whether they’re talking to city planners or business owners who need to update their operations for the EV revolution, the campaigns we’re developing for FLO always focus on the positives. We’re inspiring confidence that there’s a large, dependable network in place to support them. We’re helping the world Go with FLO.

“WHAT STARTED AS A PROJECT HAS GROWN INTO A TREMENDOUSLY PRODUCTIVE STRATEGIC AND CREATIVE PARTNERSHIP.”

CHRIS THORSON,
CHIEF MARKETING OFFICER, FLO

The Idea at Work

Go with FLO is the simple, memorable—and differentiated—statement at the core of the campaign. It is highly-flexible and can be used for a diverse range of audiences.

Across multiple executions, we reinforced our theme of ‘assurance’, countering prospective buyers’ anxiety—whether it’s focused on range, availability, ease of use, or ruggedness and reliability in extreme conditions.

The approach is both practical and emotional: within the same concept we are able to educate the audience about the technical benefits of EV charging while also inspiring them to embrace the freedom that owning an EV can provide.

Social Videos: B2C Campaign