Volta Media Network Promotes Michelin Campaign
Volta Inc. partnered with tire manufacturer Michelin North America to bring brand’s “Motion For Life” campaign to EV drivers and consumers across the U.S.
The campaign showcased Michelin’s tires designed to maximize EV performance, making the strategic location of Volta’s charging stations (which include large digital screens) in the front of parking lots an ideal medium for reaching consumers while they are in a purchasing mindset.
Volta’s EV charging stations are located at high-traffic retail locations, including Walgreens and Ahold Delhaize, Amazon Fresh, Tanger Outlets, Albertsons Cos., Kroger and Whole Foods Market as well as other spots such as entertainment venues and banks. Using eye-catching digital screens located steps away from the entrances of these locations, Volta stations double as an innovative media network, allowing brands to reach consumers in an environmentally sustainable format.
The strategic location of Volta’s stations in the front of parking lots ensured Michelin’s message reached not just EV drivers but many shoppers who are projected to be EV owners in the future, according to a news release from Volta.
A study conducted by an independent third-party research firm revealed this campaign improved awareness of Michelin’s EV-specific tires by 70% and boosted the perception that Michelin makes the best tires for EVs by 23%, Volta pointed out in its release.
The environmental benefit of this campaign was understood by consumers as well — perceptions of Michelin being an environmentally-friendly brand increased by 3%, according to measurements from the third-party research firm.
“As the market for electric vehicles continues to grow, finding unique ways to reach the EV consumer is critical,” said Stephanie Tarbet, Michelin North America vice president of communications, brands, and government affairs, in the release. “Working with a partner like Volta has allowed us to share our brand campaign directly with the consumer, providing a highly effective visual of our technological leadership.”