{"id":96394,"date":"2021-04-23T16:50:47","date_gmt":"2021-04-23T15:50:47","guid":{"rendered":"https:\/\/www.72point.com\/portfolio\/volkswagen-ev-charging-bay-announcement\/"},"modified":"2025-11-07T11:09:06","modified_gmt":"2025-11-07T11:09:06","slug":"volkswagen-ev-charging-bay-announcement","status":"publish","type":"portfolio","link":"https:\/\/www.72point.com\/us\/portfolio\/volkswagen-ev-charging-bay-announcement\/","title":{"rendered":"EV CHARGING BAY ANNOUNCEMENT"},"content":{"rendered":"

[vc_row row_height_percent=”0″ override_padding=”yes” h_padding=”2″ top_padding=”7″ bottom_padding=”7″ back_image=”89304″ overlay_color=”color-144227″ overlay_alpha=”50″ gutter_size=”3″ column_width_percent=”100″ shift_y=”0″ z_index=”0″ el_class=”pageheader”][vc_column column_width_percent=”100″ position_vertical=”middle” gutter_size=”3″ style=”dark” overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”7″ mobile_width=”0″ width=”1\/1″][vc_empty_space empty_h=”2″ desktop_visibility=”yes” medium_visibility=”yes”][vc_custom_heading auto_text=”yes” heading_semantic=”h1″ text_font=”font-761606″ text_size=”fontsize-445851″ text_weight=”700″ text_transform=”uppercase” css_animation=”curtain-words” text_align=”text-left” el_class=”pageheader”]Digital Outreach and SEO[\/vc_custom_heading][vc_custom_heading heading_semantic=”p” text_font=”font-761606″ text_size=”fontsize-155944″ text_weight=”600″ text_transform=”uppercase” text_height=”fontheight-179065″]Volkswagen[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row row_height_percent=”0″ override_padding=”yes” h_padding=”2″ top_padding=”5″ bottom_padding=”6″ back_color=”color-xsdn” overlay_alpha=”50″ equal_height=”yes” gutter_size=”3″ column_width_percent=”100″ shift_y=”0″ z_index=”0″][vc_column column_width_percent=”100″ gutter_size=”3″ expand_height=”yes” style=”dark” overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ z_index=”0″ medium_width=”0″ width=”1\/1″][vc_row_inner row_inner_height_percent=”100″ overlay_alpha=”50″ equal_height=”yes” gutter_size=”0″ shift_y=”0″ z_index=”0″][vc_column_inner column_width_percent=”80″ gutter_size=”3″ style=”light” overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”4″ mobile_width=”7″ width=”2\/3″][vc_column_text css_animation=”bottom-t-top” animation_delay=”100″]<\/p>\n

OBJECTIVES<\/h3>\n

72Point were appointed as the PR agency to manage this high-profile announcement, creating compelling content and reaching a mass audience.<\/p>\n

The announcement also communicated Volkswagen\u2019s scale and the ambition of it\u2019s electric car programme in the UK.<\/p>\n

Consumer mainstream media and automotive press were the main targets as well as broadcast outlets to further amplify this initiative.[\/vc_column_text][vc_column_text css_animation=”bottom-t-top” animation_delay=”100″]<\/p>\n

SUMMARY<\/h3>\n

On Friday 30th November 2018, Volkswagen, Tesco and Pod Point announced their partnership to create the UK\u2019s 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[\/vc_column_text][vc_column_text css_animation=”bottom-t-top” animation_delay=”100″]<\/p>\n

How we did it<\/h3>\n

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\u2019s key spokespeople.<\/p>\n

B-roll footage and a video featuring an electric car owning family and compelling imagery further aided the broadcast and digital sell-in.[\/vc_column_text][\/vc_column_inner][vc_column_inner column_width_percent=”90″ gutter_size=”3″ expand_height=”yes” overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”4″ mobile_width=”7″ css_animation=”alpha-anim” animation_speed=”500″ width=”1\/3″ mobile_height=”300″][vc_custom_heading heading_semantic=”p” text_font=”font-761606″ text_size=”fontsize-160206″ text_weight=”700″ text_transform=”capitalize” text_height=”fontheight-179065″ sub_lead=”yes” sub_reduced=”yes” css_animation=”bottom-t-top” animation_delay=”200″ text_align=”text-left” el_class=”bigstat” subheading=”Pieces of coverage”]455<\/span>[\/vc_custom_heading][vc_custom_heading heading_semantic=”p” text_font=”font-761606″ text_size=”fontsize-160206″ text_weight=”700″ text_transform=”capitalize” text_height=”fontheight-179065″ sub_lead=”yes” sub_reduced=”yes” css_animation=”bottom-t-top” animation_delay=”300″ text_align=”text-left” el_class=”bigstat” subheading=”Estimated coverage views”]9.48M<\/span>[\/vc_custom_heading][vc_custom_heading heading_semantic=”p” text_font=”font-761606″ text_size=”fontsize-160206″ text_weight=”700″ text_transform=”capitalize” text_height=”fontheight-179065″ sub_lead=”yes” sub_reduced=”yes” css_animation=”bottom-t-top” animation_delay=”400″ text_align=”text-left” el_class=”bigstat” subheading=”Social shares”]4.24k<\/span>[\/vc_custom_heading][vc_custom_heading heading_semantic=”p” text_font=”font-761606″ text_size=”fontsize-160206″ text_weight=”700″ text_transform=”capitalize” text_height=”fontheight-179065″ sub_lead=”yes” sub_reduced=”yes” css_animation=”bottom-t-top” animation_delay=”500″ text_align=”text-left” el_class=”bigstat” subheading=”Broadcast reach”]12.7M<\/span>[\/vc_custom_heading][vc_single_image media=”89309″ media_width_use_pixel=”yes” media_width_pixel=”150″][vc_separator sep_color=”color-jevc” el_width=”200px” el_height=”1″ el_class=”divider01″][vc_empty_space empty_h=”3″][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row row_height_percent=”100″ override_padding=”yes” h_padding=”2″ top_padding=”6″ bottom_padding=”6″ back_image=”89303″ overlay_alpha=”50″ equal_height=”yes” gutter_size=”3″ column_width_percent=”100″ shift_y=”0″ z_index=”0″ row_height_pixel=”600″][vc_column column_width_percent=”100″ gutter_size=”3″ expand_height=”yes” style=”dark” overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ z_index=”0″ medium_width=”0″ width=”1\/1″][\/vc_column][\/vc_row][vc_row row_height_percent=”0″ override_padding=”yes” h_padding=”4″ top_padding=”7″ bottom_padding=”7″ back_image=”88318″ overlay_color=”color-146872″ overlay_alpha=”25″ gutter_size=”3″ column_width_percent=”100″ shift_y=”0″ z_index=”0″][vc_column column_width_percent=”100″ gutter_size=”3″ style=”dark” overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ css_animation=”bottom-t-top” width=”1\/1″][vc_custom_heading heading_semantic=”p” text_font=”font-761606″ text_size=”fontsize-730984″ text_weight=”700″ text_transform=”uppercase” text_align=”text-left” el_class=”gradient-multiline”]\u201cThe Tesco campaign activated by 72point in the mass media delivered against all of our key objectives.<\/span> Awareness, sentiment, reach and media value metrics all significantly improved as a result of this cleverly executed activity<\/span> which clearly demonstrates our strong commitment to an electric future for Volkswagen.\u201d[\/vc_custom_heading][vc_column_text]Geraldine Ingham, Head of Marketing<\/strong>
\nVolkswagen[\/vc_column_text][\/vc_column][\/vc_row][vc_row row_height_percent=”0″ override_padding=”yes” h_padding=”2″ top_padding=”5″ bottom_padding=”7″ back_color=”color-xsdn” overlay_alpha=”50″ gutter_size=”3″ column_width_percent=”100″ shift_y=”0″ z_index=”0″][vc_column column_width_percent=”100″ gutter_size=”3″ overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ width=”1\/2″][vc_column_text css_animation=”bottom-t-top” animation_delay=”100″]<\/p>\n

Results<\/h3>\n

72Point worked with Volkswagen and their partners to achieve staggering levels of coverage across mainstream, retail, automotive, specialist, environment and sustainability media.<\/p>\n

We also achieved coverage across offline, online and broadcast channels to maximise our client\u2019s announcement.<\/p>\n

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 \u2013 100% of the time.[\/vc_column_text][vc_custom_heading heading_semantic=”p” text_font=”font-761606″ text_size=”fontsize-160206″ text_weight=”700″ text_transform=”uppercase” text_height=”fontheight-179065″ sub_lead=”yes” sub_reduced=”yes” css_animation=”bottom-t-top” animation_delay=”100″ text_align=”text-left” el_class=”bigstat” subheading=”Increase in overall reach for the brand”]36%<\/span>[\/vc_custom_heading][vc_column_text css_animation=”bottom-t-top” animation_delay=”100″]Our story boosted VW\u2019s media exposure in November by a massive 262% compared to the previous month, and furthermore, increased their overall reach in Q4 by 11%.<\/p>\n

The brand\u2019s overall reach increased by 36%, with \u201cYahoo! News UK\u201d accounting for 8% of volume.<\/p>\n

72Point\u2019s PR support helped VW\u2019s 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.[\/vc_column_text][vc_button hover_fx=”outlined” border_width=”0″ scale_mobile=”no” link=”url:http%3A%2F%2Fwww.72point.com%2Fwordpress%2Fwp-content%2Fuploads%2F2021%2F04%2FVolkswagen_campaign_reviews_v4.pdf|target:_blank”]View Coverage Review[\/vc_button][\/vc_column][vc_column column_width_percent=”90″ gutter_size=”3″ overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ width=”1\/2″][vc_single_image media=”89306″ media_width_percent=”100″ css_animation=”right-t-left”][\/vc_column][\/vc_row][vc_row row_height_percent=”0″ override_padding=”yes” h_padding=”2″ top_padding=”5″ bottom_padding=”6″ back_color=”color-lxmt” overlay_alpha=”50″ gutter_size=”3″ column_width_percent=”100″ shift_y=”0″ z_index=”0″ row_name=”ratecard”][vc_column width=”1\/1″][vc_row_inner][vc_column_inner column_width_percent=”100″ gutter_size=”3″ back_color=”color-xsdn” overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ css_animation=”left-t-right” animation_speed=”500″ radius=”sm” shadow=”sm” width=”1\/1″][uncode_block id=”90626″ inside_column=”yes”][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

Volkswagen<\/p>\n","protected":false},"author":20,"featured_media":96395,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","meta":{"content-type":"","rs_blank_template":"","rs_page_bg_color":"","slide_template_v7":"","footnotes":""},"portfolio_category":[262],"class_list":["post-96394","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio_category-old"],"yoast_head":"\nEV CHARGING BAY ANNOUNCEMENT - 72Point.<\/title>\n<meta name=\"description\" content=\"72Point worked with Volkswagen and their partners to achieve staggering levels of coverage across mainstream, retail, automotive and sustainability media.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.72point.com\/en\/portfolio\/volkswagen-ev-charging-bay-announcement\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"EV CHARGING BAY ANNOUNCEMENT - 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