The Challenge
Australia’s South West is made for road tripping. But when you’re driving an EV, the thought of leaving the city can still come with a little range anxiety.
The South West Edge wanted to change that by introducing a new online EV charger map and approached thebox to bring the idea to life.
The question was, how do you encourage more people to explore the South West region by EV while giving them the confidence and tools to plan the journey before they leave home?
The Idea
Rather than tell people not to worry about charging, we wanted to show them.
What began with the idea of developing an interactive online charger map, soon evolved into a fully integrated creative campaign.
Instead of thinking about charging as something that interrupts the journey, we wanted to make it part of the adventure.
The idea was to share the experience of the journey first hand through the eyes of a solo traveller, giving the campaign an authentic, first-person perspective. It would allow The South West Edge to show rather than simply tell people how accessible EV touring can be.
The Solution
Knowing range anxiety is a real thing, the solution was to give travellers the confidence to explore beyond the city. And from that thinking, Explore EVerywhere was born.
A partnership with Toyota Australia and RAC Parks and Resorts gave photographer Rachel Claire the keys to take to the road in a new Toyota bZ4X, exploring The South West Edge on a five-night, six-day tour. Rachel fronted the hero film and captured photography along the way.
Visually, the campaign needed to feel just as adventurous, and so thebox developed a bold graphic style and colour palette that gave Explore EVerywhere its own personality while working within The South West Edge brand. Bright colours, strong typography and playful graphic elements, paired with an energetic soundtrack, created a sense of movement and momentum that could flex across the digital experience, campaign imagery and advertising.
At the centre of the digital experience, thebox designed and developed The South West Edge’s EV charger map and itinerary hub, turning the touring concept into a practical online planning tool. Built on a highly customised WordPress platform, the EV charger map connects with a selection of interactive itineraries through The South West Edge, giving EV travellers a practical way to see the charging network and plan their journey.
With the digital experience in place, Explore EVerywhere provided the creative platform to take the idea to market.
The campaign identity was brought together with a campaign video and a suite of assets to use in collaboration with digital partners bureau42, across digital, social and OOH. The bold graphics and colour helped give the campaign instant recognition, while the imagery kept the experience grounded in the places, landscapes and moments travellers could discover for themselves.
Together, the Campaign creative and digital experience moved people from inspiration to planning, connecting the idea of Explore EVerywhere with a practical tool they could use to get on the road.
The Last Word
Explore EVerywhere flipped the question of “where will I charge?” into “what can I discover while I’m there?”
By bringing together campaign thinking, creative, content and web development, Explore EVerywhere inspires people to explore the South West by EV and gives them a practical way to start planning it.
What We’ve Done
- Concept Development
- Campaign Development
- Video Production
- Digital & Social Media
- OOH
- Website
- Copywriting
- Project Management