Driving Change: Vauxhall’s Innovative EV Calculator Drives Awareness

Performics @ Starcom

Client: Vauxhall

Vauxhall successfully tackled the industry-wide perception of expensive electric vehicles (EVs) and increased purchase intent through an engaging myth-busting campaign. By utilizing an interactive Total Cost of Ownership (TCO) calculator, the campaign showcased the cost benefits of owning an EV compared to internal combustion engine (ICE) vehicles. The campaign achieved remarkable results, delivering 200% longer view time versus benchmark and 73,000 interactions with the TCO calculator. The campaign also had a positive impact on consumer behaviour, generating a search uplift of 55% and 59% for the featured models, as well as a 2.2-point lift in action intent and a 2.5x higher lift in perceived value for money compared to competitors' EV ranges. Overall, the campaign effectively educated consumers and positioned Vauxhall as a competitive choice in the EV market.