Electrifying Reach
Joyride's PR Campaign for the Nation’s First Electrified Roadway
Imagine driving along in your electric vehicle (EV) and not having to worry about when and where to charge. That’s the reality Electreon is building with its electric road system—a roadway that allows EVs to charge while driving.
On behalf of the firm’s client, Electreon, Joyride conducted an award-winning public relations campaign that resulted in billions in media impressions, visits from political dignitaries such as Michigan’s Governor and U.S Department of the Treasury Secretary, and a never-ending list of media clamoring to go for a ride along the nation’s first wirelessly charging roadway.
Key Results
100%
Earned Media Coverage
733
total pieces of media coverage
1.8B
potential impressions in first week
nearly
5B
overall estimated reach
Project Overview
In November 2023, Electreon—along with the company’s partners at the Michigan Department of Transportation (MDOT), the City of Detroit, Michigan Central, and Newlab—unveiled the nation’s first public EV-charging roadway in Detroit, Michigan. The road, which is the first-of-its-kind in the United States, is able to wirelessly charge electric vehicles (EVs) while they drive by embedding inductive-charging coils within the asphalt.
This milestone marked the completion of the nation's inaugural public roadway equipped with wireless charging technology for EVs, utilizing Electreon's revolutionary infrastructure. Positioned as a pivotal step toward advancing the future of mobility, this initiative underscores Michigan and Detroit's leadership in innovation and technology, while addressing crucial challenges in electric vehicle adoption, grid limitations, and battery technology.
The Challenge
The announcement of the nation's first public EV-charging roadway presented a unique set of challenges. Notably, this project represented a pioneering endeavor in the United States. Although Electreon has deployed similar projects in France, Sweden, Italy, Israel, China, and Germany, there was no precedent for such infrastructure within the United States. Additionally, Electreon, the small startup technology provider, faced limited brand recognition in the U.S. market—a market they had just entered. Moreover, the project aimed to introduce a novel concept that required public understanding and acceptance, making effective communication and education paramount.
Joyride’s Strategy
Joyride approached the PR campaign for Electreon's Detroit project with a comprehensive strategy rooted in traditional media relations tactics tailored to the project's objectives and challenges and infused with experience-based twist.
The strategy encompassed several key elements:
Compelling Storytelling
Joyride crafted an authentic and transparent narrative and storytelling strategy—rooted in authenticity and transparency—that focused on the company’s milestone as much as it focused on illustrating the technology’s potential impact on the future of EV adoption and operation. The story focused on identifying use cases for wireless charging roadways, such as bus routes where the route is predictable and repetitive and maximizes the value for electrified bus fleets.
An Aggressive PR Campaign
Under embargo, Joyride distributed news of Electreon’s Detroit debut with targeted media outlets to generate widespread coverage and build awareness. This included a mix of top-tier mainstream publications, industry trade publications, and local media. The multidisciplinary approach covered print and broadcast media as well as podcasts and radio. This allowed for the small team to maximize exposure by being able to complete interviews in advance and adequately prepare reporters prior to the announcement date. Additionally, Electreon hosted a press conference.
Stakeholder and Partner Engagement
Joyride crafted an authentic and transparent narrative and storytelling strategy—rooted in authenticity and transparency—that focused on the company’s milestone as much as it focused on illustrating the technology’s potential impact on the future of EV adoption and operation. The story focused on identifying use cases for wireless charging roadways, such as bus routes where the route is predictable and repetitive and maximizes the value for electrified bus fleets.
Live Demos for Media & VIPs
To further garner excitement from media and the community, Joyride organized live demonstrations of Electreon’s wireless charging technology for media representatives and key public officials during the announcement day’s press conference. These demonstrations provided firsthand experience with the technology’s functionality and effectiveness, fostering trust, credibility, and excitement among stakeholders—driving positive media coverage and public perception of the project.
Our Results
Through a targeted and integrated approach to media relations, Joyride successfully positioned Electreon's milestone project as a transformative advancement in mobility technology, garnering widespread media coverage, fostering stakeholder support, and driving awareness and acceptance of wireless charging infrastructure in the U.S. market.
Week One Results:
Within the first week (seven days) of the announcement, Electreon reached 1.8 billion viewers across 353 US-based publications as part of the firm’s fully “earned” campaign.
Total Campaign Results:
At the closure of the campaign, Electreon reached 4.9 billion viewers across 734 US-based publications as part of the firm’s fully “earned” campaign.
Media Demonstrations Resulting in Coverage
Visits by Political Dignitaries
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Visit from Michigan's Governor, Gretchen Whitmer
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Visit from U.S. Secretary of the Treasury, Janet Yellen
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Detroit Deputy Mayor Todd Bettison Speaks at Press Conference
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Visit from Detroit Mayor, Mike Duggan
Electreon coverage on The Nightly News with Lester Holt
Electreon coverage on WSJ’s The Future of Everything
Key Media Hits
Electric road in Detroit can wirelessly charge EVs as they drive
New technology installed beneath Detroit street can charge electric vehicles as they drive
This Detroit street can charge EVs as they drive
New Detroit Road Marks Major Step Toward Wireless EV Charging
New technology installed beneath Detroit street can charge electric vehicles as they drive
We Test Drove The First Wireless EV Charging Road in the U.S.
Roads That Charge While You Drive: Can This Fuel a Future for EVs?
Detroit’s road of the future will charge your car as you drive on it
We are Joyride.
AUTHENTIC, TRUSTWORTHY STORYTELLING
And we know that the right story has the power to change everything.
A true approach to storytelling brings together narrative development with traditional PR, marketing, and thought leadership. It's about crafting a narrative that resonates with industry stakeholders, showcasing the value of innovation in tangible, relatable terms. It’s about creating excitement and captivating target audiences, conveying not just what the company does but why it matters and how it can transform lives and industries. It's a journey of authenticity, transparency, and trust, aligning the vision of businesses with the aspirations of a world ready to embrace the future of transportation.