The Chevrolet brand of General Motors Co. in Detroit is launching its all-electric 2022 Bolt EUV and the redesigned Bolt EV with an advertising takeover at all of the nationwide charging stations of San Francisco-based Volta.
Chevrolet says Volta was chosen for the campaign given it builds and operates an EV charging network with stations that also feature large digital displays that function as a sophisticated media network. To raise awareness around the 2022 Bolt EUV’s launch, Chevrolet sponsored all the ad inventory on Volta’s charging stations on Feb. 15-16, with a reach of more than 70 million consumers across 23 states and more than 200 municipalities.
“Volta and Chevrolet agree that drivers nationwide are ready to make the leap from gas to electric powered vehicles,” says Scott Mercer, founder and CEO of Volta. “Partnering to help unveil the new Chevy Bolt EUV is a remarkably natural fit. To truly transform our country’s perception of EV ownership, we need to expand charging infrastructure while simultaneously targeting consumer behavior.
“Introducing the newest Bolt EUV through a charging network and media platform already situated at all the places consumers like to go will powerfully drive home the accessibility of EV adoption.”
Volta says its digital media network delivers a high-value, diversified audience reach of more than 70 million consumers in 14 of the 15 largest designated market areas. Volta media charging stations also offer brands a dynamic content experience, including activation and engagement opportunities. Brands running campaigns on Volta charging stations report experiencing positive results in brand awareness and increased purchase intent; in addition, Volta’s business partners who choose to have Volta charging stations installed report an increase in spend, dwell time, and engagement on site.
This media partnership harnessing Volta’s digital media network is the latest in a series of campaigns for the Chevrolet brand, which is among a number of the world’s top brands that have chosen Volta’s carbon-positive, environmentally conscious media network to reach their target consumer.
Commonwealth McCann, the Detroit creative agency behind the campaign, and Carat, the England-based media agency with a Detroit office tasked with its strategic execution, also aided in the Feb. 14 reveal of new Bolt EUV and redesigned Bolt EV.