ETU

Recipe
Written By Rachel Abad

In 2023, I led the Victorian marketing campaign at Ellis Jones for Australia’s first accredited Electric Vehicle Charging Infrastructure (EVCI) course, designed for electricians and pioneered by the Electrical Trades Union (ETU), in partnership with The Centre for U and Holmesglen TAFE. Funded by Victoria’s Workforce Training Innovation Fund, this high-impact campaign aimed to position electricians at the forefront of the EV charging sector by equipping them with essential skills for a competitive edge in the rapidly growing zero-emission vehicle landscape.

Our strategic approach applied proven behaviour change models, including the Fogg Behavior Model and the Behavioural Drivers Model. By deeply understanding key audience motivations and addressing potential barriers, we crafted messaging that resonated with electricians' intrinsic drive to lead in an evolving industry. The campaign uniquely addressed both direct (electricians) and secondary audiences (prospective EV owners), ensuring that consumers understood the importance of professional EV infrastructure installation. Through this layered approach, we successfully positioned electricians as critical to the sustainable future of EV infrastructure in Australia.

The campaign’s success was evident well before its official start, with all spots filled six months prior to launch. Additionally, we achieved over 400% more expressions of interest than available spots, underscoring the campaign’s effectiveness in generating strong demand and excitement around this pioneering program.

Electric Vehicle Charging Infrastructure (EVCI) Campiagn OOH

DELIVERABLES

  • Campaign Strategy

  • Co-design sessions

  • Campaign Narrative

  • Copywriting 

  • Content creation

  • Social media

  • EDMs

  • Printed collateral - one pagers

  • Digital paid advertising

  • Out of home (outdoor) advertising

  • Partner channels

  • Web content

  • Photography shoot management

  • Talent management

  • Project Steering Committee Participation

Electric Vehicle Charging Infrastructure (EVCI) Campiagn Flyer

Electric Vehicle Charging Infrastructure (EVCI) Campiagn OOH Electricians

Rachel Abad
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