Tag: Electric vehicles

Singapore – The Land Transport Authority (LTA) has recently launched the first of a three-part series of films with The Secret Little Agency to demonstrate electric vehicles as a reality of Singapore’s mobility. 

While awareness of electric vehicles is high amongst Singaporeans, the campaign seeks to educate Singaporeans about the ready infrastructure supporting the adoption of electric vehicles that exist today and into the near future.

The campaign aims to ensure that electric vehicle readiness is hyper-visible to the public by making it part of everyday culture through the language of cinema. Titled ‘Now Showing on Roads Near You’, the campaign puts the power of cinema storytelling to surprising use to show how electric vehicles and its supporting infrastructure aren’t just a thing of the future but are highly present in the here and now.

https://youtu.be/ahjgNlW8SFI?si=p8NASF78QoVLM650

The first of the series touches on the EV’s longevity and range, in the style of an action thriller. Created in collaboration with Abundant Films and director Jesse James Mcelroy, the film follows a protagonist on a thrilling mission to save his family on one single electric vehicle charge. It brings the viewer through an epic journey with entertaining plot twists and turns while demonstrating just how much mileage can be achieved with a single electric vehicle charge.

Each film within the three-part series will touch on three aspects of electric vehicle readiness. With longevity being released first, the following films will tackle the ease and convenience of switching to an electric vehicle through a comprehensive charging infrastructure network, and how the electrification of public transportation drives environmental benefits – each taking on a different genre of cinema.

Talking about the campaign, Nicholas Ye & Mavis Neo, co-chief creative officers at The Secret Little Agency, said, “A cleaner future powered by electric vehicles is inevitable and something all Singaporeans can look forward to, just like an upcoming blockbuster at the cinema. And so ‘Now Showing On Roads Near You’ was born as we create the kind of sizzle that movie trailers do starting with this trailer about the amazing things you can do in just one charge.”

The upcoming two films in this three-part series are slated to be released between mid-January to early February. They will see the campaign culminating towards the Chinese New Year period.

Mumbai, India — Mahindra Racing, a motor racing team based in Banbury, United Kingdom, launched an integrated marketing campaign ahead of its participation in season 8 of ABB FIA Formula E World Championship, the world’s first all-electric street racing series.

Mahindra Racing has been a founding member team of the Formula E World Championship and has been competing since 2014. Season 8 of Formula E will start on January 28th, 2022, with the Diriyah E-Prix and Mahindra Racing is geared up to make India proud.

Anand Mahindra, group chairman of Mahindra and Mahindra, kickstarted the campaign with a tweet, saying, “Racing is an intrinsic part of our lives. Whether it’s about racing to achieve our life goals or racing to catch the next local, #IndiaLovesAGoodRace. Share the kind of race you favour most or your best racing memory. I’ll be retweeting the ones I like @MahindraRacing.”

Entitled the ‘#IndiaLovesAGoodRace’ campaign, the promotion was done in collaboration with BBH India and captures the love and spirit of the racing culture in India. The film showcases the passion for racing in the country by featuring racing at a young age in the form of small toy cars to racing tyres with a stick, from paper boats in the monsoons to the Vallam Kali boat races in Kerala. Through this presentation of the love for fast-paced competition, the campaign highlights how Team Mahindra has the prestigious responsibility of representing India at the Formula E World Championship.

Commenting on the campaign, Asha Kharga, chief customer and brand officer of Mahindra, said “Mahindra Racing is the first Indian team that competes on the global motor racing stage. It’s not only about delivering a thrilling experience to racing enthusiasts but is also Mahindra Group’s commitment towards clean technology and sustainability. The film pays homage to India’s love of racing in all forms and is a flashback to the old and flash-forward to the new.”

Russell Barrett, CCO and CEO of BBH India, added, “Our country is participating at the highest level in a sport that is at the cutting edge of new. The idea was to reach a much larger group of Indian sports enthusiasts. The film shows how we have racing etched into our DNA and now Mahindra Racing is providing the adrenaline and the opportunity for us as a nation to win at a new-age global stage. All that’s needed is the fuel of support that new fans will provide.”

Hong Kong — The Hong Kong division of automobile manufacturer Mercedes-Benz and its exclusive dealer, Zung Fu, launch the newest electric car from EQA, an entry-level model series for Mercedes-EQ vehicles, with the ‘Electrical Jukebox’, a multisensory, innovative campaign. The promotion was done in collaboration with Isobar Hong Kong, dentsu international’s digital creative agency.

Incorporating Mercedes-Benz EQA’s philosophy, ‘Progressive Luxury’, Isobar Hong Kong introduced the first-ever music meets lightning automobile showcase to the local audiences by streaming AI-extracted soundtracks through a set of electric current emitters called Electrical Resonant Coils, playing music in lightning beams and bolts of electricity, and eventually creating an enchanting scene that best manifested the electrifying look and tech-savvy lifestyle EQA embodies.

To create the effect, chart-topping international and local songs were run through an open-source AI to split the tracks then ran through a synthesiser before it was played on electrical resonant coils to create a truly spectacular light and sound show.

To complete it, the promotion was tested in a popular Hong Kong mall where a live and interactive demonstration took place. Audiences could enjoy the electric dance and the EQA display up-close and safe through a massive jukebox, they could pick their favourite songs to “electrify” through scanning the QR codes and entering a WhatsApp chatbot and an AR app allowed them to get up close and look at the car from every angle.

Ken Lo, creative director for Isobar Hong Kong, commented on their campaign to popularize the idea that electric cars can be fun, and said, “It was really exciting to see people’s reaction when we fired up the Jukebox because no one, including the production house and our in-house creative team, believed playing music with lightning was actually feasible. Everyone thought it was CG with background music until they were standing just a few feet from the bolts of electricity.”