drive electric. It sounds good to us. No road tax, no CO2 emissions and a virtually silent engine. And companies like Essent and Enexis are working hard on innovations in green energy generation and distribution. But there are still a lot of real obstacles to be overcome before we will see people driving electric on a large scale.
The real obstacle keeping driving electric from taking off is a kind of chicken-or-the-egg problem. Do we have to start by making sure that there are charging stations everywhere, or do we need to get more electric cars on the market first? And who will oversee the standardisation of the charging equipment? A lot of things are being said and written about driving electric, there are a large number of stakeholders, and developments are moving fast, but there are still no concrete solutions and initiatives.
That's why Enexis, Liander, Tennet, Rendo, Westland, Cogas, Delta and NRE have joined forces in the e-laad.nl foundation. To take the plunge, and pave the way for driving electric on a large scale. They asked us to come up with a loud and clear positioning for e-laad.nl, to help them be seen as a serious party making real contributions to moving the development of electric driving forward in a faster way (or at least faster).
After a number of intensive and interactive sessions, we came up with the positioning for the e-laad.nl foundation and completed the story. And what a story. Network managers banding together to create the largest network of electric charging points in the world. Taking risks and taking initiative. Based on social responsibility and environmental awareness. Giving the future a push. The first of 10,000 charging points, all over the Netherlands, within three years.
We developed a concept that e-laad.nl can go forward with for at least three years: Plug in, charge up and drive off. The official launch of this concept was in Tilburg on 14 October 2009, when avid electric driving supporter (and former prime minister) Ruud Lubbers "threw the switch" on the first e-laad.nl charging station. We produced a brochure/press kit with a removable USB module containing all the information.
In addition, we developed the house style materials and produced other resources in support of the launch. Like the website, with all the latest information. Including a map showing where all the currently active charging points are. And how many are still on the way. In the future, you will apply for your own charging pass and will be able to sign up for your own charging point.
Karin
Client Result Director
