Launched through a new website, NormalNow.com, with the use of videos, streaming ads, banner ads, social media, paid search results, and podcast advertisements all within the United States.
This advertising campaign will be attempting to show off zero-emissions cars to consumers in the US and to convince consumers into considering a purchase of one.
The ads will be comparing current forms of technology that were once viewed as new technologies like online dating or smartphones.
Electrify America is teaming together with marketing company Eleven to start the campaign which is apart of a $42 million overall effort. The company has already put over $2 billion into developing electric car infrastructure during the last decade.
Senior Director for Green Cities, Marketing, and Communications for Electrify America, Richard Steinberg stated, “A large percentage of the car-buying public cite functional concerns about EVs, like range anxiety, charge time and cost, as reasons why they wouldn’t drive electric; however, the Normal Now campaign is inspired by the insight that there is actually a deeper, more emotional set of barriers standing in the way of consideration and adoption."
“We believe that fear of change and lack of exposure to EVs in pop culture is making people view electric vehicles as too different from what they’re used to, and therefore [we] are striving to normalize EVs with this latest educational campaign.”
"Yes, people scratched their heads when the flying machine, computer, and cell phone were introduced, but soon after these advancements became woven into our everyday lives,” said Mike McKay, CEO at Eleven. “We believe the electric car is becoming fully embraced as well, and our Normal Now campaign is a simple reminder that electric cars are here to stay."
The project is set to operate through December 2021.
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