LEVC, the company behind the iconic London taxi, entered a new segment with the launch of the VN5, an electrically driven van with a back-up petrol range-extender. We worked closely with the marketing and PR teams to deliver a full campaign launch, raising awareness of this game-changing electric commercial vehicle.

As a new entrant to the medium van segment, LEVC needed to raise awareness of both the brand and product, and to rapidly turn this awareness into consideration and leads across key audiences. Fleets (e.g. private, utility, municipal) and SMEs (e.g. trades, delivery) were both in scope, so communications needed to meet a wide variety of professions and personas.

Working with established brand guidelines, ph developed a bold look-and-feel for launch materials, with light airy backgrounds to maximise impact and convey futuristic, clean technology. The creative treatment showed the vehicle from unique angles and perspectives to differ from traditional glossy launch imagery. The exhibition stand also reflected this minimalist approach, showcasing the product against a backdrop of sleek urban style and textures. Based on the creative and on carefully selected product attributes, we delivered fully integrated central campaigns across multiple channels. The comprehensive suite of deliverables included the vehicle brochure, website content, media relations, email campaigns, PPC, paid social media, programmatic audio, geotargeting, event presence, and dealer support through POS and showroom graphics. Messages and channels were regularly tested, evaluated and refined.

The VN5 turned heads, not only for its product attributes but for how it showed up clearly and consistently across many touchpoints and media. The trade press showed sustained interest, with What Van? and Company Car and Van both giving the van awards. Campaigns met or exceeded their targets, helping move the VN5 from a new challenger to a recognised and established name in the medium van sector.