MINI was preparing to launch its first EV to the U.S. market and needed to prepare for consumer concern for low range and Tesla-driven range anxiety. Peppercomm was charged with creating a launch strategy to combat these challenges and position the MINI solution as the EV the market didn’t know it needed. The pre-launch communication plan had to take a different approach – take the range conversation head on.
Solution:
In advance of the launch of the MINI Cooper SE electric, Peppercomm developed a strategy to drive conversation around electric vehicles and minimize range anxiety. We conducted a consumer survey to gain insights that would inform media of consumer perceptions of electric vehicles. The insights from consumer led the discussion and opened the door for many to imaging a different EV.
Results:
Launch coverage ranged from traditional EV-specific outlets to automotive and business publications, including Forbes, The Detroit Bureau, CleanTechnica, Inside EVs and Driving Electric.
In addition to the targeted media pitching, an editorial MAT release titled “Is an Electric Car Right for You?” was also distributed via StatePoint Media.
The MAT release resulted in 1,057 media placements in local community newspapers with a total audience of 158.1 million.
