Challenge

FLO, an electric vehicle (EV) charging solutions provider based in Denver, Colorado, approached us alongside McMillan Creative Agency to develop educational content for their home charging guide. The challenge lay in how to effectively communicate the benefits and functionality of their technology, which was still relatively new and unfamiliar to many potential users. Moreover, differentiating FLO's chargers from competitors in the increasingly crowded EV market posed a significant challenge. On top of this, we had to consider the bilingual nature of the Canadian market and the logistical complexities of shooting in two vastly different seasons.

Strategy

To overcome these obstacles, we meticulously planned two distinct campaigns. The first was a winter shoot in Manotick, Ontario, where we faced the additional challenge of finding bilingual talent and a suitable location large enough to accommodate the production crew and all the necessary equipment. With the help of Kait, who came in to model and assist with the shoot, we used her parents' house as the location. This presented a risk, as it was essential we didn't overwhelm the space, but with a few pre-production adjustments like renting carpets, bringing in space heaters for the unheated garage, and ensuring the technical aspects were in place, we were able to transform it into the perfect set. Rémi's connections also proved invaluable in securing talent, wardrobe, and a vehicle on a tight budget.

Solution

The winter campaign showcased the installation process and functionality of FLO's home chargers in cold weather conditions, emphasizing their durability, reliability, and luxury. The second campaign, conducted in the summer at a home in Chelsea, Quebec, was designed to highlight the seamless integration of FLO’s charging solutions into everyday life. By emphasizing the convenience and efficiency of Level 2 charging, the content demonstrated how the system can fully charge most EVs and plug-in hybrids overnight. The final result? A beautiful and educational photo and video campaign that ran over three days, featuring both winter and summer footage. This ongoing campaign has not only educated current and prospective EV owners but also positioned FLO's home charging solutions as reliable, efficient, and easy to integrate into daily life, setting the company apart in the market. The project culminated in an instructional video, a summer-focused campaign, and a powerful investor interview video.