Government's Go Ultra Low campaign gets vocal backing of Wavemaker

Charlie Spargo's picture
by Charlie Spargo

The Go Ultra Low campaign, a joint government and industry effort to promote electric vehicles (EVs), has found a new voice through its new Electric Vehicles app for Amazon Alexa and Google Home, developed by global agency Wavemaker.

Voice search is a growing area of interest for agencies and businesses - and Wavemaker has created the 'Electric Vehicles' voice app on the back of research that found that only 26% of people who consider an EV go on to purchase one. At the same time, voice-activated smart devices were answering questions about why consumers should buy an EV with answers like "I don't know the answer to that".

'Electric Vehicles', available on Amazon Alexa and Google Home, launches today. It is voiced by Ben Fogle, environmentalist, broadcaster and Go Ultra Low ambassador. It can answer more than 50 common questions about EVs - including about costs, charging and range - and explain the customer benefits. The app can be accessed by saying “Alexa, open Electric Vehicles” or saying “OK Google, open Electric Vehicles”.

The app will be part of a wider national ad campaign across radio, OOH, digital display, broadcast video on-demand, and social. The creative was developed by creative agency Now, and aims to shift consumers’ mind-set towards EVs. The adverts demonstrate how consumers will soon be able to drop the qualifying adjective ‘electric’, meaning the ‘electric car’ will simply be ‘the car’.

Ben McInerney, Innovation Lead at Wavemaker, said: “We’re delighted to have supported this fantastic cause with an innovative and distinctive solution. This campaign meant doing something totally different due to the advertising clutter from the auto industry.

"The auto sector invests £430 million a year in advertising, and that meant we had to find a way to cut-through and reach our audience in a totally new and different way. Voice offered an untapped opportunity with no competition.”

Poppy Welch, Head of Go Ultra Low, said: “If we want to help UK consumers make the most informed decision when it comes to switching to an electric vehicle, it’s important that Go Ultra Low understands the latest consumer behaviour and embraces new technology.

"Voice Search is a growing trend and this new service will help support potential EV customers in a completely different and innovative way. It’s been great working with Wavemaker and in the space of five weeks we’ve developed content, designed the user experience and built the app."