How Plugit got the right kind of charge for their brand
Charging electric cars is a current issue but it remains to be a surprisingly difficult one to approach. The operators of the competition field are mainly focused on only one area, such as the delivery of equipment, where maintenance and repairs are handled by someone else. Long-term liability is avoided. On top of all of that, the industry's marketing is mostly rigid B2B gibberish, where things are explained lengthily without saying anything at all. The main point gets lost somewhere in the middle of the gibberish. Plugit wanted to renew a rigid market by creating an approachable concept that conveys the facts, but also puts a smile on your face.
Visual & tone-of-voice
Concept planning and campaign planning
Media planning
Multi-channeled campaign (production of radio, print, display, DOOH)
The solution
Finnish company Plugit is the only one on the market that offers comprehensive charging solutions for electric vehicles - mapping, planning, installation, service and maintenance. This was clearly a competitive advantage that needed to be put into an easily approachable form.
The concept of RIGHT KIND OF LOADING was born, which had a distinctive visual and tone-of-voice.
Although Plugit's customer base consists mainly of B2B decision-makers, the brand is relaxed, showing self-confidence.
Töpselit käteen
Radio – EM-kisat
Radio – Pumpulihääpäivä
Radio – Väitöstilaisuus
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Mari Männistö
Head of Growth