OBJECTIVES
72Point were appointed as the PR agency to manage this high-profile announcement, creating compelling content and reaching a mass audience.
The announcement also communicated Volkswagen’s scale and the ambition of it’s electric car programme in the UK.
Consumer mainstream media and automotive press were the main targets as well as broadcast outlets to further amplify this initiative.
SUMMARY
On Friday 30th November 2018, Volkswagen, Tesco and Pod Point announced their partnership to create the UK’s largest free supermarket EV charge network, rolling out 2,400 EV charging bays across 600 Tesco stores over the next 3 years. The partnership was announced in line with the start of the 2018 Climate Change Conference
How we did it
A multi-faceted media relations strategy was deployed to reach mass media, which included a sell-in via 72Points digital hub, traditional outreach to key contacts and a broadcast day utilising Volkswagen’s key spokespeople.
B-roll footage and a video featuring an electric car owning family and compelling imagery further aided the broadcast and digital sell-in.
455
Pieces of coverage
9.48M
Estimated coverage views
4.24k
Social shares
12.7M
Broadcast reach
“The Tesco campaign activated by 72point in the mass media delivered against all of our key objectives. Awareness, sentiment, reach and media value metrics all significantly improved as a result of this cleverly executed activity which clearly demonstrates our strong commitment to an electric future for Volkswagen.”
Geraldine Ingham, Head of Marketing
Volkswagen
Results
72Point worked with Volkswagen and their partners to achieve staggering levels of coverage across mainstream, retail, automotive, specialist, environment and sustainability media.
We also achieved coverage across offline, online and broadcast channels to maximise our client’s announcement.
72Point were able to expertly control the key messages of the content, ensuring that figures and statistics remained consistent in coverage across 27 countries with the same 5 key messages landing 90 – 100% of the time.
36%
Increase in overall reach for the brand
Our story boosted VW’s media exposure in November by a massive 262% compared to the previous month, and furthermore, increased their overall reach in Q4 by 11%.
The brand’s overall reach increased by 36%, with “Yahoo! News UK” accounting for 8% of volume.
72Point’s PR support helped VW’s exposure to peak in November, allowing them to take over Tesla as an EV industry leader and supporting an upward trend in media exposure that mirrored that.
