Founded in 2012, ZapTec is a Danish EV charging manufacturer and has quickly established itself as a leading brand in EV charging solutions. Looking to expand its presence in the UK market, ZapTec approached Priority Outdoor to create an awareness campaign focused on its home charging solutions. The primary objective was to increase brand recognition amongst EV users across key UK locations and to explore outdoor advertising formats that would effectively break into this new but highly competitive market.
Priority Outdoor designed a comprehensive campaign, strategically deploying washroom panels across high-traffic motorway service stations. The campaign utilised washroom panels in both male and female facilities, with appropriate creatives to ensure the message was tailored to the audience.
UK motorway service stations provide a strategic opportunity to reach a relevant audience of long-distance travellers who are likely to require charging facilities. These locations serve as essential stops for drivers, making them suitable for promoting charging services precisely when they are needed. Advertising in these areas can reassure EV drivers about the availability of charging points, thereby helping to alleviate range anxiety while also enhancing brand visibility in a growing market. This approach positions ZapTec effectively as a trusted charging solution for motorists throughout the UK road network.
By positioning ZapTec’s bold and distinctive visuals in this dwell-time-heavy environment, the campaign successfully engaged both men and women as they travelled across the country during the UK summer holidays.
