Electrify America is spending millions of dollars in a new marketing campaign but the focus might surprise you.
The new nationwide campaign is called “As Seen on EV” and features a series of videos along with a splashy website.
However, the focus isn’t on Electrify America charging stations, but rather on convincing people to learn more about EVs. The DC fast charging company is promoting the marketing campaign as “brand-neutral.” In fact, the first three videos released feature a Ford F-150 Lightning, Genesis GV60 and BMW iX.
“As Seen on EV aims to educate on and shift common misperceptions about EV ownership like driving range and charging access by highlighting the positive realities of living with an EV. Spanning TV genres from dramas and reality-dating shows to telenovela, the campaign showcases the benefits of driving electric by making EVs the star of the show,” Electric America told EV Rider in an email.
Related: Electrify America Upping Its Game With Solar Canopies, New Charger Design
Electrify America is a subsidiary of Volkswagen Group of America. It’s quickly become America’s largest public fast charging charging network and was established in 2016 as part of the automaker’s penance for its Dieselgate emissions scandal.
Despite the introductory campaign not featuring any Volkswagens, the German automaker has a wide assortment of EVs in its portfolio of brands, including the VW ID4, Porsche Taycan and Audi E-Tron series of EVs.
Additional videos will be released later in the campaign.