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In 2016, seventy-eight US cities submitted their cultural resumes as entrants in the Smart City Challenge. The winning city would be awarded a fifty-million dollar federal grant to develop a multifaceted educational program built around themes of electrification and electric vehicle (EV) adoption.
The competition sought to identify an American market with strong technological influences, a forward-thinking population and an obvious need for innovative transportation options.
The United States Department of Transportation crowned Columbus, Ohio as the winner, naming it America’s Smart City over a list of world-famous finalists that included San Francisco, Austin, Portland and Denver.
A Smart Columbus office was then opened downtown and staffed to drive the program’s design and launch. They selected us as the experiential marketing partner to bring its EV test driving element to life.
In developing the Ride & Drive Roadshow, we set out to create a repeatable event template that addressed all of Smart Columbus’ stated goals: influencing people to drive less and more efficiently, promoting electrification and encouraging EV adoption.
A Smart Columbus office was then opened downtown and staffed to drive the program’s design and launch. They selected us as the experiential marketing partner to bring its EV test driving element to life.
In developing the Ride & Drive Roadshow, we set out to create a repeatable event template that addressed all of Smart Columbus’ stated goals: influencing people to drive less and more efficiently, promoting electrification and encouraging EV adoption.
A Smart Columbus office was then opened downtown and staffed to drive the program’s design and launch. They selected us as the experiential marketing partner to bring its EV test driving element to life.
In developing the Ride & Drive Roadshow, we set out to create a repeatable event template that addressed all of Smart Columbus’ stated goals: influencing people to drive less and more efficiently, promoting electrification and encouraging EV adoption.
A Smart Columbus office was then opened downtown and staffed to drive the program’s design and launch. They selected us as the experiential marketing partner to bring its EV test driving element to life.
In developing the Ride & Drive Roadshow, we set out to create a repeatable event template that addressed all of Smart Columbus’ stated goals: influencing people to drive less and more efficiently, promoting electrification and encouraging EV adoption.
A Smart Columbus office was then opened downtown and staffed to drive the program’s design and launch. They selected us as the experiential marketing partner to bring its EV test driving element to life.
In developing the Ride & Drive Roadshow, we set out to create a repeatable event template that addressed all of Smart Columbus’ stated goals: influencing people to drive less and more efficiently, promoting electrification and encouraging EV adoption.
A Smart Columbus office was then opened downtown and staffed to drive the program’s design and launch. They selected us as the experiential marketing partner to bring its EV test driving element to life.
In developing the Ride & Drive Roadshow, we set out to create a repeatable event template that addressed all of Smart Columbus’ stated goals: influencing people to drive less and more efficiently, promoting electrification and encouraging EV adoption.
A Smart Columbus office was then opened downtown and staffed to drive the program’s design and launch. They selected us as the experiential marketing partner to bring its EV test driving element to life.
In developing the Ride & Drive Roadshow, we set out to create a repeatable event template that addressed all of Smart Columbus’ stated goals: influencing people to drive less and more efficiently, promoting electrification and encouraging EV adoption.
A Smart Columbus office was then opened downtown and staffed to drive the program’s design and launch. They selected us as the experiential marketing partner to bring its EV test driving element to life.
In developing the Ride & Drive Roadshow, we set out to create a repeatable event template that addressed all of Smart Columbus’ stated goals: influencing people to drive less and more efficiently, promoting electrification and encouraging EV adoption.
To do so, we constructed a comprehensive mobile tour that brought electric vehicles and electrification experts to corporate offices, residential neighborhoods and college campuses in the Columbus area for test drives.
Employees or tenants of host venues could sign-up for and drive an EV of their choice—all through a web portal we designed and maintained.
To do so, we constructed a comprehensive mobile tour that brought electric vehicles and electrification experts to corporate offices, residential neighborhoods and college campuses in the Columbus area for test drives.
Employees or tenants of host venues could sign-up for and drive an EV of their choice—all through a web portal we designed and maintained.
To do so, we constructed a comprehensive mobile tour that brought electric vehicles and electrification experts to corporate offices, residential neighborhoods and college campuses in the Columbus area for test drives.
Employees or tenants of host venues could sign-up for and drive an EV of their choice—all through a web portal we designed and maintained.
To do so, we constructed a comprehensive mobile tour that brought electric vehicles and electrification experts to corporate offices, residential neighborhoods and college campuses in the Columbus area for test drives.
Employees or tenants of host venues could sign-up for and drive an EV of their choice—all through a web portal we designed and maintained.
To do so, we constructed a comprehensive mobile tour that brought electric vehicles and electrification experts to corporate offices, residential neighborhoods and college campuses in the Columbus area for test drives.
Employees or tenants of host venues could sign-up for and drive an EV of their choice—all through a web portal we designed and maintained.
To do so, we constructed a comprehensive mobile tour that brought electric vehicles and electrification experts to corporate offices, residential neighborhoods and college campuses in the Columbus area for test drives.
Employees or tenants of host venues could sign-up for and drive an EV of their choice—all through a web portal we designed and maintained.
To do so, we constructed a comprehensive mobile tour that brought electric vehicles and electrification experts to corporate offices, residential neighborhoods and college campuses in the Columbus area for test drives.
Employees or tenants of host venues could sign-up for and drive an EV of their choice—all through a web portal we designed and maintained.
To do so, we constructed a comprehensive mobile tour that brought electric vehicles and electrification experts to corporate offices, residential neighborhoods and college campuses in the Columbus area for test drives.
Employees or tenants of host venues could sign-up for and drive an EV of their choice—all through a web portal we designed and maintained.
After a group orientation, drivers met their product expert outside for a one-on-one introduction to their EV. During the drive, product experts sat shotgun and discussed general benefits of electrification, the city’s growing charging infrastructure and high-value features of the selected vehicle.
The entire experience lasted about 45 minutes for each participant.
After a group orientation, drivers met their product expert outside for a one-on-one introduction to their EV. During the drive, product experts sat shotgun and discussed general benefits of electrification, the city’s growing charging infrastructure and high-value features of the selected vehicle.
The entire experience lasted about 45 minutes for each participant.
After a group orientation, drivers met their product expert outside for a one-on-one introduction to their EV. During the drive, product experts sat shotgun and discussed general benefits of electrification, the city’s growing charging infrastructure and high-value features of the selected vehicle.
The entire experience lasted about 45 minutes for each participant.
After a group orientation, drivers met their product expert outside for a one-on-one introduction to their EV. During the drive, product experts sat shotgun and discussed general benefits of electrification, the city’s growing charging infrastructure and high-value features of the selected vehicle.
The entire experience lasted about 45 minutes for each participant.
After a group orientation, drivers met their product expert outside for a one-on-one introduction to their EV. During the drive, product experts sat shotgun and discussed general benefits of electrification, the city’s growing charging infrastructure and high-value features of the selected vehicle.
The entire experience lasted about 45 minutes for each participant.
After a group orientation, drivers met their product expert outside for a one-on-one introduction to their EV. During the drive, product experts sat shotgun and discussed general benefits of electrification, the city’s growing charging infrastructure and high-value features of the selected vehicle.
The entire experience lasted about 45 minutes for each participant.
After a group orientation, drivers met their product expert outside for a one-on-one introduction to their EV. During the drive, product experts sat shotgun and discussed general benefits of electrification, the city’s growing charging infrastructure and high-value features of the selected vehicle.
The entire experience lasted about 45 minutes for each participant.
After a group orientation, drivers met their product expert outside for a one-on-one introduction to their EV. During the drive, product experts sat shotgun and discussed general benefits of electrification, the city’s growing charging infrastructure and high-value features of the selected vehicle.
The entire experience lasted about 45 minutes for each participant.
We were made responsible for all aspects of the Ride & Drive Roadshow, from leasing and detailing up to fifteen vehicles; to location scouting, site map design and permitting; to hiring, training and compensating product specialists—each retained through the entirety of the campaign.
We also mapped all Ride & Drive routes, prepared pre-event collateral for each host venue and created a full suite of physical assets and signage, handling its storage, transport and set-up for every activation.
We were made responsible for all aspects of the Ride & Drive Roadshow, from leasing and detailing up to fifteen vehicles; to location scouting, site map design and permitting; to hiring, training and compensating product specialists—each retained through the entirety of the campaign.
We also mapped all Ride & Drive routes, prepared pre-event collateral for each host venue and created a full suite of physical assets and signage, handling its storage, transport and set-up for every activation.
We were made responsible for all aspects of the Ride & Drive Roadshow, from leasing and detailing up to fifteen vehicles; to location scouting, site map design and permitting; to hiring, training and compensating product specialists—each retained through the entirety of the campaign.
We also mapped all Ride & Drive routes, prepared pre-event collateral for each host venue and created a full suite of physical assets and signage, handling its storage, transport and set-up for every activation.
We were made responsible for all aspects of the Ride & Drive Roadshow, from leasing and detailing up to fifteen vehicles; to location scouting, site map design and permitting; to hiring, training and compensating product specialists—each retained through the entirety of the campaign.
We also mapped all Ride & Drive routes, prepared pre-event collateral for each host venue and created a full suite of physical assets and signage, handling its storage, transport and set-up for every activation.
We were made responsible for all aspects of the Ride & Drive Roadshow, from leasing and detailing up to fifteen vehicles; to location scouting, site map design and permitting; to hiring, training and compensating product specialists—each retained through the entirety of the campaign.
We also mapped all Ride & Drive routes, prepared pre-event collateral for each host venue and created a full suite of physical assets and signage, handling its storage, transport and set-up for every activation.
We were made responsible for all aspects of the Ride & Drive Roadshow, from leasing and detailing up to fifteen vehicles; to location scouting, site map design and permitting; to hiring, training and compensating product specialists—each retained through the entirety of the campaign.
We also mapped all Ride & Drive routes, prepared pre-event collateral for each host venue and created a full suite of physical assets and signage, handling its storage, transport and set-up for every activation.
We were made responsible for all aspects of the Ride & Drive Roadshow, from leasing and detailing up to fifteen vehicles; to location scouting, site map design and permitting; to hiring, training and compensating product specialists—each retained through the entirety of the campaign.
We also mapped all Ride & Drive routes, prepared pre-event collateral for each host venue and created a full suite of physical assets and signage, handling its storage, transport and set-up for every activation.
We were made responsible for all aspects of the Ride & Drive Roadshow, from leasing and detailing up to fifteen vehicles; to location scouting, site map design and permitting; to hiring, training and compensating product specialists—each retained through the entirety of the campaign.
We also mapped all Ride & Drive routes, prepared pre-event collateral for each host venue and created a full suite of physical assets and signage, handling its storage, transport and set-up for every activation.
Research and data rule the day when working with longterm social programs like this one. We took great care to glean insight from existing community data and to conduct our own relevant research prior to launch and throughout the Ride & Drive Roadshow’s lifespan.
In addition, we partnered with Ohio State University to drastically expand the program’s data capture elements. Data scientists developed pre and post-drive surveys that will, once aggregated, form a valuable foundation for electrification efforts nationwide.
Research and data rule the day when working with longterm social programs like this one. We took great care to glean insight from existing community data and to conduct our own relevant research prior to launch and throughout the Ride & Drive Roadshow’s lifespan.
In addition, we partnered with Ohio State University to drastically expand the program’s data capture elements. Data scientists developed pre and post-drive surveys that will, once aggregated, form a valuable foundation for electrification efforts nationwide.
Research and data rule the day when working with longterm social programs like this one. We took great care to glean insight from existing community data and to conduct our own relevant research prior to launch and throughout the Ride & Drive Roadshow’s lifespan.
In addition, we partnered with Ohio State University to drastically expand the program’s data capture elements. Data scientists developed pre and post-drive surveys that will, once aggregated, form a valuable foundation for electrification efforts nationwide.
Research and data rule the day when working with longterm social programs like this one. We took great care to glean insight from existing community data and to conduct our own relevant research prior to launch and throughout the Ride & Drive Roadshow’s lifespan.
In addition, we partnered with Ohio State University to drastically expand the program’s data capture elements. Data scientists developed pre and post-drive surveys that will, once aggregated, form a valuable foundation for electrification efforts nationwide.
Research and data rule the day when working with longterm social programs like this one. We took great care to glean insight from existing community data and to conduct our own relevant research prior to launch and throughout the Ride & Drive Roadshow’s lifespan.
In addition, we partnered with Ohio State University to drastically expand the program’s data capture elements. Data scientists developed pre and post-drive surveys that will, once aggregated, form a valuable foundation for electrification efforts nationwide.
Research and data rule the day when working with longterm social programs like this one. We took great care to glean insight from existing community data and to conduct our own relevant research prior to launch and throughout the Ride & Drive Roadshow’s lifespan.
In addition, we partnered with Ohio State University to drastically expand the program’s data capture elements. Data scientists developed pre and post-drive surveys that will, once aggregated, form a valuable foundation for electrification efforts nationwide.
Research and data rule the day when working with longterm social programs like this one. We took great care to glean insight from existing community data and to conduct our own relevant research prior to launch and throughout the Ride & Drive Roadshow’s lifespan.
In addition, we partnered with Ohio State University to drastically expand the program’s data capture elements. Data scientists developed pre and post-drive surveys that will, once aggregated, form a valuable foundation for electrification efforts nationwide.
Research and data rule the day when working with longterm social programs like this one. We took great care to glean insight from existing community data and to conduct our own relevant research prior to launch and throughout the Ride & Drive Roadshow’s lifespan.
In addition, we partnered with Ohio State University to drastically expand the program’s data capture elements. Data scientists developed pre and post-drive surveys that will, once aggregated, form a valuable foundation for electrification efforts nationwide.
Understanding ways the Ride & Drive Roadshow changed the perception of EVs in Columbus is critical in determining its efficacy. Luckily, we have more to measure than the moving targets of feeling and perception.
A stated goal of the overall campaign was to increase EV purchases in the area by 500%, from 0.37% marketshare in 2017 to 1.8% in 2020. As of May 2018, that number was at 2.6% and rising.
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