Empowering freedom beyond the grid with every charge.
THE ASK
BACKGROUND | RAPID CHARGING BEHYOND THE GRID.
Founded in Brandenburg, me energy is the first provider and operator of off-grid and CO2-neutral fast charging stations. As a one-stop-shop solution, their mission is to decarbonise our lifestyle through the widespread adoption of electromobility.
Off-grid and mobile.
Clean and regional.
Ready-to-go.
OBJECTIVE | Power the USA’s electric vehicle revolution.
SITUATION | As part of President Biden’s goal of having 50 percent of all new vehicle sales be electric by 2030, the White House announced public and private commitments to support America’s historic transition to electric vehicles (EV) under the EV Acceleration Challenge. $7.5 billion were directed toward EV chargers, with $5 billion allocated to individual states in so-called “formula funding” to build a network of fast chargers along major highways.
80% of U.S. adults cite the lack of charging infrastructure as a primary reason for not buying an EV. (CNBC)
76% of future EV owners worry about range, while long distance is more anxiety provoking. (McKinsey & Company)
55% state that green charging from renewables is important, with 70% willing to pay a surcharge. (McKinsey & Company)
Electric vehicle consumers want charging stations to be like gas stations. (AutoPacific)
The visit to a gas station, while rarely the best part of anyone’s day,
carries a ring of familiarity.
BP plans to invest $1 billion in EV charging
across US by 2030
“The model is the gas station network.”
“Absolutely make it accessible for everyone and easy. Just like filling up your car with gas.”
“Today’s gas stations are well positioned to adopt EV charging.”
At the same time, Americans love to roam, but they find only 22 EV charging stations per 1,000 miles compared to 104 gas pumps per 1,000 miles.
3 in 4 American drivers
prefer road trips over flying.
THE OPPORTUNITY
me energy can chart their own course by being introduced as the intestate charger, that will help Americans get off the grid.
FUNDING
$5 billion by the US government to build a network of fast chargers
along the highways.
PARTNERSHIP
The largest US gas stations like BP are already investing on EV charging and provide the required infrastructure.
CONSUMERS
They want to roam freely and sustainably, preferring charging stations to be like gas stations.
TARGET AUDIENCE | We will target two audiences. The primary one is the commercial consumer, while the second one is the end user.
Primary Audience: BP, the leading gas station chain in the US, representing the gateway for ME Energy to establish widespread charging infrastructure and penetrate the market.
Secondary Audience: Eco-conscious EV owners like Mark, who seek convenient and sustainable charging solutions to power their electric vehicles while prioritizing environmental responsibility.
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PRIMARY AUDIENCE: COMMERCIAL CUSTOMER - BP
ME ENERGY's Rapid Chargers will be strategically placed at BP stations nationwide, marking a significant step towards revolutionizing the electric vehicle (EV) charging landscape in the US. BP, a leader in the energy industry, with over 7,000 locations, is embracing the transition to sustainable mobility by investing in EV charging infrastructure. This partnership between ME ENERGY and BP not only provides EV owners with convenient and accessible charging options but also aligns with BP's commitment to environmental stewardship and renewable energy.
SECONDARY AUDIENCE: END CONSUMER
MEET MARK, The Eco-Conscious CommuterMark is a tech-savvy professional who values sustainability and convenience in his daily life. As an electric vehicle (EV) owner, he relies on accessible charging infrastructure to power his eco-friendly transportation. Mark, along with his family, often visits coffee shops like Starbucks, where they recharge both themselves and their VW ID 4 electric car. Living in a detached house upstate, Mark appreciates the convenience of charging his EV at home but seeks additional charging options for longer journeys and outings with his family.
THE ANSWER
⚠️ ISSUE | Eco-warriors shackled by inadequate charging, hindered from roaming the green expanse.
🧐 INSIGHT | Eco-conscious EV drivers gained freedom from the pump, but lost the freedom to roam.
🤓 STRATEGY | Empowering freedom beyond the grid with every charge.
🤔 REASON TO BELIEVE | Leading the charge with CO2-neutral, off-grid fast-charging solutions.
THE APPROACH
BIG IDEA
Empowering freedom beyond the grid with every charge.
TAGLINE | Charging freedom. Anytime, anywhere.
Created as part of my work at Miami Ad School.