This week marks a real milestone for myself, Lyndsey and the loveelectric team.
18 months after launching loveelectric, we are airing our first-ever TV ad.
When I first stumbled across salary sacrifice, it seemed like the HR world’s best-kept secret. Everyone had heard of the cycle-to-work scheme, but why had no one, myself included, heard of the extraordinary EV-to-work scheme?
I made it my mission to make this benefit available to every employee, at every company, across the UK. But the ordering process had to be hassle-free, a seamless online journey where an employee could order any EV online in minutes. Everything would be bundled into one package: servicing, breakdown cover and fully-comp insurance in one neat monthly payment — all with the bonus of the car being delivered straight to the employee’s door.
Oh… and with up to 60% off, saving the average driver £100s every month.
I was fortunate that key industry figures bought into this vision from the start. Steve Cocks and Lex Autolease took a chance on an industry rookie and gave our company access to the best lease prices available in the market. Then Tim at Lloyd Latchford created an API available for live motor insurance pricing. Our amazing partners at GAUK also created a bespoke insurance product for us. This allows us to provide corporate clients with complete peace of mind cover, ensuring they’re never out of pocket if an employee leaves and incurs exit costs.
Since then, we have added numerous excellent partners and investors along the way - all tagged below.
Of course, as with any startup, we didn’t get everything right from day one. But today, we sit proudly with an “Excellent” 4.8* Trustpilot rating, striving to improve our service each and every day. The entire team works relentlessly to make our EV salary sacrifice the best employee benefit available in the UK – and I couldn’t be prouder.
So, back to the TV campaign.
My first ever job was at a creative ad agency: there, I saw firsthand how transformative above-the-line marketing could be for brands. Of course, plenty has changed in the 15 years since I left the ad industry, but TV remains a powerful medium.
There’s a massive underserved EV market in the UK – and empowering drivers across the country to switch from fossil fuels to electric may be one of the single most transformative actions we can take towards combatting climate change. There are 27m employees in the UK, but just 660,000 EVs are on UK roads. That’s where TV comes in. By reaching millions watching TV, we want to empower a community of loveelectric champions to share our EV salary sacrifice benefit with their boss.
Our fingers and toes are crossed for a triumphant launch. We’ll report back on the campaign’s success (or failure!) later in the Spring. Here’s a sneak preview. I hope you love it…
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