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Dev-Bank Wales MBO


8 September 2021

Electric Vehicles ‘for the ‘Everyman’

Wessex Garages is launching its largest ever multimedia campaign, worth £100k, to raise awareness of its new and used electric vehicle range: EVs for the everyman. Called “The Quiet Revolution”, the street art-inspired campaign will span radio, TV and digital media platforms, and was created by creative marketing agency, Fiora. 

Managing Director of Wessex Garages, Chris Wiseman chatted to Business News Wales about the new campaign.

Chris said:

“As everybody will be aware, 2030 is the deadline for all new cars to be electric and there’s a ground-swell at the moment of people needing information and understanding about EV Technology.”

He reiterates that “it’s as much of an awareness campaign as it is a drive and call to action!”

The campaign promotes Wessex Garages’ extensive electric vehicle range focusing on affordable electric vehicles as opposed to, high-end, expensive models. New EV prices start from £23,000 and used EV's start at £17,000 and cover a wide variety of brands and models such as a Kia, Nisan, Hyundai, both new and used. The business also offers an ‘extensive test drive’ – 48 hours to get to know the car and how your new EV will fit into your day-to-day life.

The campaign includes a website landing page ‘electric car matcher’ functionality that provides useful information to users such as information on charging points, grants, new/used car searches etc. This Car Matcher function allows the customer to identify their current driving needs. Once the user completes all four questions, the matcher platform will provide the customer with an extensive range of electric and hybrid cars to test drive, which also fits in with their lifestyle.

The campaign will be on TV from 1st September on ITV and Sky AD Smart and aims to deliver 7.3m impacts/impressions to around 1.5m people in the region over the course of the campaign.

MD, Chris, and his team are passionate about EVs and the future of EV technology. A driver of a Kia eNiro himself, Chris comments,

“We’re incredibly excited about this campaign. There are so many misconceptions surrounding electric vehicles, and we want to play a big part in changing that, starting with addressing the cost.”

“As an EV driver myself, along with the rest of the management team, we know the extensive benefits of going electric, from its environmental impact to the fact they’re cheaper to run and service. We’re constantly inspired by our customer’s passion and knowledge about electric vehicles.

“With the increasing popularity of EVs and the 2030 ban on new fossil fuel vehicles fast approaching, we really wanted to put our marketing budget into something bold and different.”

Michael Brigdale, Creative Director at Fiora, adds,

“The campaign was inspired by Wessex Garages' own description of the electric vehicle trend as a ‘Silent Revolution’. We took that thought across all media with a distinctive and unusually quiet approach which really stands out in today's noisy marketing landscape.”


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