char.gy An EV media campaign that drove home key overnight charging messages

Challenge:

The UK electric vehicle market is booming. But charging an EV can still be challenging, particularly for those motorists that don’t have access to off-street parking.

However, EV charging provider, char.gy, has created a simple solution for people that live in apartments or in urban areas without setback driveways. The company has developed technology that converts street lamp posts into on-street EV chargers.

As energy prices rose in December 2022, char.gy needed to change its charging tariffs from a flat rate, to peak- and off-peak rates.

GroupWhistle was asked to provide char.gy with effective comms support as it sought to educate its customers about the benefits of changing their charging habits, by switching from daytime to overnight charging at a reduced rate.

An example of digital infographic comms for char.gy

A video still from the EV media campaign

Solution:

GroupWhistle’s role was to run a PR campaign that would communicate the benefits of charging overnight and secure positive media coverage for char.gy’s new ‘Night Saver’ tariff.

Central to the campaign’s success was our recommendation to share some of char.gy’s proprietary data with journalists, showing in real terms how motorists can keep their charging costs below 10p per mile by using char.gy’s lamppost chargers.

Securing coverage in prominent EV titles helped char.gy to drive its key messages home and the company has since seen a dramatic increase in the number of its customers charging overnight.

“Whistle's ability to untangle a complicated eMobility subject and present it in well-structured, tightly-written and attractively-designed documents is a real skill and their input has definitely boosted our sales process. It's also great that we can call on their skills to support our social media output and to write succinct and engaging news releases when required. The Whistle guys are a fantastic external resource that we know we can trust to deliver projects quickly and to a very high standard.”