Emerging in a new market.
XEV is a brand of 100% electric quadricycles that can be used from the age of 16. Its main need was to be known and chosen by the younger generation, Gen Z and young millennials, creating in them a strong desire and affinity for the brand.
For this target audience, the idea that mobility should be electric, green, and smart is now a given. Electric is just a means. Therefore, to engage them, it is important to leverage shared values and lifestyle, because it is based on these that they will make a distinction and choice.
2022
Creativity
CHALLENGE
The benchmark for urban electric mobility.
XEV is an electric quadricycle brand with the need to build its own digital presence that makes it unique and desirable, within a still uncrowded market.
XEV enables you to live electric mobility to the fullest, enjoying all its positive aspects: speed of charging, access to ztl zone, zero parking restrictions, and at the same time convenience equal to that of regular cars.
SOLUTION
Communicate functional and emotional benefit.
We focused on a specific target audience, Gen Z, interested in sustainability, but also eager to live their lives to the fullest.
Therefore, we thought of a communication approach that would allow the brand to tell its story in its entirety, transposing its more technical benefits into emotional benefits as well that could break through to the hearts of the target audience.
EXECUTION
A new communication strategy.
To convey this idea, we have developed a social communication plan based on the concept XEVolves YOUR LIFE, to showcase both the products and how they can enhance everyday life.
We achieved this by identifying three communication moments throughout the year that allow us to focus the brand narrative on different topics, such as the brand’s core values or the features of individual products. This approach helps us avoid wasting media budget and optimize production budgets.
EXECUTION
Switch on XEV.
To hit the target and make the brand relevant for them the campaign relied on the concept of “switch”, to communicate how everyday life and classic situations we experience as we move can change and evolve thanks to XEV.
