Mycar launches ‘The Chargers’: An EV team bringing power to people in need, via TBWA Sydney and Eleven
Mycar Tyre & Auto’s has launched its latest ‘People First’ initiative that transforms electric vehicles into vital lifelines for communities in need, with a campaign via TBWA Sydney and Eleven.
The announcement:
We all know you can charge an EV, but did you know you can discharge them too? That’s the capability mycar Tyre & Auto, Australia’s largest tyre and servicing provider, is utilising in their latest ‘People First’ initiative.
Launching this month, The mycar Chargers are calling all Australian EV owners with vehicle-toload (V2L) capabilities to sign up and join the community-focused effort.
The mycar Chargers recruitment campaign will roll out across earned, owned and paid media channels this month; with the official Chargers trial taking place across NSW, VIC, QLD and ACT this summer (Nov 2024 – Jan 2025).
Those EV drivers who sign up will be deployed to emergency areas (once deemed safe to enter), where they can give their car’s battery power to people in need, by simply plugging items into their vehicle.
Clinical Psychologist and Behavioural Expert Jaimie Bloch commented, “Technology and electrical power play an integral part in our everyday lives, especially in how we support our mental well-being. Many Australians would feel isolated, disconnected and overwhelmed without access to power. Power is what connects us to the community and the vital resources that help us feel safe and connected, bringing a sense of normalcy.”
Archana Murugaser, Creative Director TBWA, commented, “Our most valuable lessons came from speaking to people who had experienced a natural disaster firsthand. They spoke to us about how simply using their baby monitor, making their morning coffee or charging their phone to call family and friends would have made a world of difference to them at the time.”
Says Adele Coswello, Chief Customer Officer of mycar Tyre & Auto: “As a company that truly lives our People First promise, we wanted to raise awareness of the benefits of discharging an EV. Unsurprisingly our research shows EV drivers are very open to supporting their community in times of need.”
Simon Hayes, Creative Director TBWA, added, “This really is a first of its kind and we’re literally building this community from the ground up. The mycar Chargers are launching as a trial but the ambition is that they become a useful asset for emergency services as another crucial part of recovery efforts.”
Credits:
Brand: mycar Tyre & Auto
Creative Agency: TBWA\Sydney
PR Agency: Eleven
Production Company: BOLT
Director – Lachlan French
DOP – Jack Shepherd
Photographer – Dan Gosse
Media agency: Hearts & Science
Source: TBWA
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