THE FULL STORY

The concepts of green technology and clean energy have been around for the last two decades, but the last five years have seen a real change of pace in terms of adoption by homes and businesses around the UK. We all understand that clean energy is crucial to combating the climate crisis, yet the regulations are complicated and barriers to entry are still high. Plug Me In is on a mission to change the way the average person thinks about clean energy, by supplying and installing EV chargers and heat pumps for homes and small businesses without red tape. They asked us to be their full-service agency partner to support the launch of Plug Me In, from brand building and logo development to PR activities, creative ideation for campaigns, visual content creation, media buying and performance marketing. Here’s how we have supported the brand to date. Brand positioning, logo and guidelines Plug Me In currently offers both EV chargers and heat pumps, with a view to increasing this offering in the future, so we needed to create a strategic framework that would position them at the forefront of new technologies, embracing their current offering while preparing the brand for future innovations. By undertaking a competitive analysis, immersing ourselves in the current business landscape for green technology and conducting a deep dive into research, we crafted brand positioning intelligence documents and visual guidelines to ensure all Plug Me In’s communications appeal to their target market. Creative content There is a tension around the adoption of clean energy – many people understand the need for making a change, but at the same time may feel overwhelmed at the steps they need to take. By playing on the brand name Plug Me In, we developed a creative concept around the idea of being ”In”, taking the leap and making the switch to clean energy and electric vehicles, whether that’s a small business electrifying their fleet or a homeowner installing a heat pump. Being ‘plugged in’ means playing a role in a smarter, greener future. This concept underpins all the assets we create, from hero shots for use in Out of Home media campaigns, or video or display ads for social media. PR activities To get the message out about clean energy we run a comprehensive PR and stakeholder management programme for Plug Me In, focused on both trade and consumer publications. We’ve also entered the company for several awards, winning recognition as a finalist in the EVies Awards in 2023, and getting company executives listed in the Greenfleet 100 Most Influential of 2024, Greenfleet’s pick of the stand-out figures decarbonising fleet & transport.