Charging up British business.
As the UK began shifting towards electric vehicles over diesel or petrol, ScottishPower had a unique opportunity for any business with car parking space. By hosting public EV chargers, they could share the revenue, and pay nothing to do it.
Our job was to launch that opportunity, and shift how British businesses percieved the brand.
A difficult moment to introduce yet more change.
The outlook for business was bleak. Rising costs, recruitment headaches and an unpredictable supply chain meant most organisations were in survival mode, not change mode. We had to raise the profile of the public EV charging opportunity, find the businesses that qualified, and make the commercial case land, all on a limited budget.
There was a perception problem too. ScottishPower wasn't yet known or trusted as a smart energy partner. Hosting EV chargers was also a big ask for an audience unfamiliar with the technology and wary of losing parking spaces.
Charge up your revenue. At no charge to you.
Make a big decision feel simple.
Research, backed by GWI's data set, told us competitors were drowning the opportunity in technical detail and heavy, copy-led ads. So we did the opposite: an optimistic, dynamic visual approach that redefined charging as a positive, to make the business decision feel straightforward, not daunting. We built a journey separate to the gas and electricity one, leaned on thirty-plus years of experience, and reassured on speedy installs, free maintenance and the revenue share.
We focused on the sectors that fit — retail, hospitality, tourism and public car parks — multi-site operators with at least ten parking spaces and an appetite to adopt new technology. The work ran as two strands: a targeted campaign for a colder audience across LinkedIn, display, PPC and trade press, developed with PR and media partners.
ScottishPower also jumped at the chance to host an event stand at the EV Summit in Oxford, known as the "Davos for emobility". To stand out from the corporate crowd, we adopted a playful approach. Our Monopoly-themed space led with the question "Free Parking?" and invited delegates to "Take a Charge Card" to win a stay at the Park Lane Hilton, with animated billboards and bus-stop ads driving footfall to the event.
A six-week launch that beat every target.
The short, focused campaign outperformed every KPI set at planning. It delivered 2.2 million digital media impressions, reached 125,000 businesses through trade press, and drove 165,000 LinkedIn impressions with 138 new page follows. A first toe in the water for B2B smart-solutions marketing and proof that, with clarity of purpose, marketing can move the bottom line.
“We were absolutely delighted with the results — all of which surpassed the targets we'd set. The delivery of 69 strong leads proved that, with the right multi-channel approach and clarity of purpose, marketing really does support the bottom line.”
Senior Manager B2B Marketing · ScottishPower
Proposition & creative
Campaign & media
Event design
Edinburgh & Glasgow
More selected work.
Explore the programmes