AMV lands government brief to increase electric car sales

Abbott Mead Vickers BBDO has won a pitch to create a campaign to boost sales of low-emission cars.

Electric cars: Govt brief
Electric cars: Govt brief

The pitch was run by the Society of Motor Manufacturers and Traders and the Government’s Office for Low Emission Vehicles according to the terms of the Government Procurement Service framework.

A consortium of car-makers including Toyota, Nissan, Vauxhall and Renault are funding the campaign, with the Office for Low Emission Vehicles also contributing.

AMV beat other agencies on the Government’s creative roster.

The proposal will be put forward for ministerial approval in July and the Government will then decide how much funding to contribute. Recent changes to government guidelines mean departments no longer have to match the funding put into campaigns by brands.

Of the two million new cars in the UK last year, 29,556 were alternative-fuelled, including electric and hybrid models.

The Government’s Committee on Climate Change has said it would be "feasible and desirable" to have up to 1.7 million fully electric and plug-in hybrid cars by 2020.

AMV will now work on a campaign to normalise low-emission cars in the UK.

A media agency will be appointed at a later stage, with the work expected to launch this autumn.

An SMMT spokesman declined to comment.

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