Experts have warned that we’re not on track to meet the greenhouse gas “turning point” required to stabilise global warming below 1.5C beyond pre-industrial levels, to avoid the most catastrophic impacts of climate change. Inadequate progress has been made in shutting down coal plants and switching to electric cars. Therefore instead of reducing emissions, as required, they are in fact increasing. Climate analysts have previously identified 2020 as the year when emissions need to start falling to achieve targets, so immediate action is required.
In this context and following a successful event in 2018, attended by 10,000 people, organisers of Fully Charged Live – the immersive incarnation of Robert Llewellyn’s Clean Energy and Electric Vehicles YouTube channel – set the ambitious target of growing visitor numbers by 50% in 2019. As such, we were tasked with promoting Fully Charged Live 2019, driving ticket sales for the event at the home of British motorsport, Silverstone.
Working to the assumption that enthusiasts would be willing to travel up to two hours to the event, we began by media mapping broadcasters with a TSA in that catchment area. We then determined which tactics would be needed to impact the editorial fabric of programming across these stations, concluding a combination of editorial radio competitions (giving away tickets to the event, talked up by motivated presenters on air) and interviews (offering event founder Robert Llewellyn and CEO Dan Caeser) would be required.
For the interview activation, we worked back from the event to identify potential hooks which could be used to put Robert and Dan forward for interview and capitalised upon as a platform for key message delivery. These were identified as the May bank holiday, when 13m car journeys were expected, and World Environment Day at the start of June, which had the theme of air pollution for 2019.
The strategy adopted and tactics used proved hugely successful. Multiple interviews were aired on BBC Radio Northampton, the most important local target, whilst an extended interview on talkSPORT, during which Robert provided a detailed summary of what visitors could expect, provided a valuable national hit. The radio competitions proved popular with presenters and listeners alike and provided some of the most efficient positive promotion for the event, across the surrounding areas. The ultimate proof point of success, however, was a sold out event, with 15,000 visitors, meaning a 50% year on year growth target was achieved.