GUIDE TO EV SHOUT OUTS

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You shout out what you’re doing

We’ll shout it out to New Zealand

EV Shout Outs is a an opportunity for New Zealand companies like yours

to have your use of electric vehicles (EVs) heroed.

Why?

New Zealand is on a mission to reach net zero greenhouse gas emissions.

Electrifying road transport is one of the key ways we can reduce our energy use.

So many great New Zealand companies are already using electric vehicles (EVs) as

part of their business. However, unless we’re talking about EVs regularly on social

media and in the news, people may not realise the positive impact they’re having.

Talking about EVs normalises them, and shows leadership by inspiring others.

Ultimately, a growing electric fleet will help meet New Zealand’s climate change

commitments.

A chance to get high-profile exposure for your business

We’ve reserved prime advertising spaces for ‘Shouting Out’ to a selection

of companies in NZ that are talking about their EV-use on social media,

using the hashtag #GenLessEVs

The exposure available includes:

- High profile digital billboards, in high-traffic areas at key entry points

in and out of the Auckland CBD

- Great billboard spaces also in Wellington and Christchurch

- Broad-scale online banners and social media advertising

Benefits to your business:

- If you’re selected, we will feature your company name and logo in one or more

‘EV Shout Out’ ads, covering the costs of the billboard or online banner,

and providing high-level coverage for your company’s actions

- The campaign runs for 4-weeks to a big audience

- Join other leading NZ businesses showing leadership on EV use

- Show New Zealanders the collective action businesses are taking

- Encourage other businesses to electrify their fleets

The end goal - more EV uptake and ultimately, less harm to the climate.

Thanks for participating!

The Team at Gen Less

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In this guideThis guide includes:

- EV Shout Outs ‘Quick Start’

- Ten ways to post about your business’s EV use

- FAQs about how it all works

- Tips for answering EV comments on social

Get started right now by reading the Quick Start...

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Quick StartThe EV Shout Out goes live from 2 – 29 March.

To have a chance to get your business on an EV Shout Out space, simply:

1. Post about your EV use

Post via any of your business’s public facing social media channels about

how your company is using EVs between now and 26 March (at the latest),

using the hashtag #GenLessEVs

We’re focusing on businesses who can demonstrate real world

EV action in their posts.

You can post on Facebook, Instagram, Twitter and LinkedIn.

2. Tell us you’ve posted

Email a link of your post to us at genless@eeca.govt.nz

3. Look out for your ad

We’ll then be in touch to make your ‘Shout Out’ ad, which could then appear

in our campaign.

Further details are set out in the terms and conditions so please make sure

you read and agree to them before participating in the campaign.

Visit www.genless.govt.nz/ev-shout-outs to find out more

How easy is that!Now keep reading for useful ideas on what to post...

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Ten ways to post about your business’s EV useWant some examples of what we’re after? Here’s ten ways to tell interesting

and engaging EV stories in social media, using ‘Jan’s Bakery’ as an example

company:

1. Make it a challenge

So you’ve told people on social about your new EV. Now what?

One way to encourage engagement is by challenging people to guess how

much CO2 it has helped your business stop emitting over the first month.

Example post:

Jan’s Bakery

Our new EV delivery van has been doing the rounds

for a month now. Guess how much CO2 we’ve

already avoided putting into the atmosphere?

#GenLessEVs

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2. Encourage community

Another great idea is to build a community of like-minded people who like

EVs. You could ask your audience to engage by getting them to submit their

own EV stories in the comments section below your post.

Example post:

Jan’s Bakery

We’re loving the smooth acceleration of our new EV

van. Anyone else got an EV? What’s your favourite

thing about it? #GenLessEVs

3. Encourage action

A tried and tested way to build engagement is to get people to act in some

way.

By crossing over from social media to the real world you make EVs more real,

and feel like a part of everyday life.

Example post:

Jan’s Bakery

Our new EV van will be delivering in central

Christchurch from Thursday. Tell us when and where

you’ve spotted it, and you could win 20% off your

next delivery. #GenLessEVs

NB: This is an example only. It’s up to individual businesses to arrange their

own promo mechanic via their social marketing teams.

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4. Get creative

There are lots of more creative ways you can talk about EVs on an ongoing

basis:

Servicing

Talk about how easy it is, how much money you save and how few and

far between the services are.

Profile

Talk about how good-looking the EVs are, and how they raise the

profile of your business.

Staying modern

Talk about how EVs are the modern choice and feel like the way

forward for business mobility.

Positive issues

Be open and honest about any issues you have, eg range and charging.

But also show how you are working to overcome these issues and

striving to make EVs work for your business.

List the advantages

List all the advantages in one place, like cost, parking, overall cost

of ownership, public perception, doing less harm to the environment

and anything else you can think of!

Progress over perfection

Admit that nobody is perfect when it comes to carbon emissions, but

point out that it’s a step in the right direction.

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5. Make it personal

People like to read about other people on social media. You could tell the

stories of your employees and how they are interacting with your EVs to add

the human touch.

Example post:

Jan’s Bakery

Harry is one of our drivers doing the rounds in our

new EV delivery van. #GenLessEVs Check out his

video:

I’m into it… you know… It’s actually better to drive

than the old van. It accelerates really fast and

smoothly. And there’s no diesel fumes. Love that. It’s

way healthier. And yeah, it feels like we’re doing our

bit, so that’s pretty rad.

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6. Ask your customers

One simple post would be to try asking a customer about EVs and how it

makes them feel about your business.

Example post:

Jan’s Bakery

“The EV delivery van gives me a smile every time

it turns up. It’s good to know that our deliveries of

Jan’s yummy bread are causing less emissions.” So

says Sal, the owner of Ferme La Bouche! Restaurant

in Levin. Thanks Sal! #GenLessEVs

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7. Get into the detail about climate change

It’s amazing how much there is to know about EVs, and how they can help

the environment.

By getting into the details you give your customers a deeper understanding

of EVs and why they are important.

Just make sure if you are quoting figures like amount of CO2 saved etc, that

you check it out from a reputable source, such as EECA, first.

Example post:

Jan’s Bakery

Over its projected 10 year lifespan, our EV van

should help reduce our company’s emissions by

a whopping XX tonnes of CO2. Not bad right?

#GenLessEVs

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8. Celebrate how far your EVs go

It’s good to let people know that EVs aren’t just short-range vehicles any

more.

You could tell your audience about the distances you have travelled.

Example post:

Jan’s Bakery

Our EV just did its longest journey on a single

charge ever - 181km from Kaikoura to Christchurch!

#GenLessEVs

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9. Tell people why

Every business that invests in EVs does it for a good reason.

But have you told your customers what your reason is?

Sometimes it’s as simple as that, and can make a great impact, especially

when it comes from the CEO or owner.

Example post:

Jan’s Bakery

Here’s a word from our owner Jan about why we’re

investing in EV’s for our deliveries.

Hi, I’m Jan, the owner of Jan’s Bakery. We’re

investing in EV’s because it’s great for our

customers, great for the environment and frankly,

because it’s the right thing to do. We hope you

agree! Comment below if you support us.

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10. Celebrate what you’re protecting

Using EVs helps protect the things we love by reducing energy-related

greenhouse gas emissions:

Example post:

Jan’s Bakery

Summer’s here and the tuis are in full voice. It got us

thinking about why we’re so passionate about using

EVs. The short answer? It protects the NZ we all

love.

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FAQs for how it all worksHow do I join in the fun?

The EV Shout Out goes live from 2 – 29 March. To have a chance to get your

business on an EV Shout Out space, simply:

1. Post about your EV usePost to any of your public facing social media channels about

how your company is using EVs between now and 26 March

(at the latest), using the hashtag #GenLessEVs

We’re focusing on businesses who can demonstrate real world

EV action in their posts.

You can post on Facebook, Instagram, Twitter and LinkedIn.

2. Tell us you’ve postedEmail a link of your post to us at genless@EECA.govt.nz

3. Look out for your adWe’ll be in touch to make your ‘Shout Out’ ad, which will

then appear in our campaign.

Can I design my own ad?

No. The designs are set in stone. See page 16. That’s because we want to

make this as streamlined, fair to all companies, and easy as possible, with

a fast turn-around. Basically, we expect to be able to get a Shout Out ad up

within a day or two you emailing us, and us ‘seeing’ your #GenLessEVs post

on social media.

What logo do you need us to provide?

We require a white vector logo (eps or ai) to feature on billboards and online

banners. We need this to be vector to ensure the resolution is high enough

across a range of our advertising formats.

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Are you going to mess with my logo?

No. We use Clemenger BBDO to create the ads. They are recognised experts

at brand guardianship and will ensure your logo is handled with the utmost

care and respect.

What are the benefits?

Road transport is one of the key ways we can reduce our energy use.

So many great NZ companies are already using EVs as part of their business,

and also looking to expand their fleets.

However, unless we are talking about EVs regularly on social media and in

the news, people may not realise that they are being used.

Talking about EVs celebrates them, normalises the idea of them in business,

shows leadership by inspiring others, and ultimately helps halt climate

change.

Is it really free?

Yes. There’s zero cost to your company.

Why are you doing this?

EECA’s role is to mobilise New Zealanders to be world leaders in clean and

clever energy use. Ultimately we are here to take on climate change and

make NZ a great place to live and do business. Plus it’s the right thing to do!

Can I choose where my ad appears?

Unfortunately not. In the case of billboards and geo-located digital

placements we’ll try to make sure your ad appears as close as possible to

your head office. However, given the turn-around and expected number of

companies involved, we cannot guarantee any particular placements.

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What will my Shout Out look like?

Here’s an example billboard:

As above, the headline will be:

THANKS <YOUR COMPANY NAME> FOR BACKING EVs.

Your logo will also appear in the space provided.

Your ad background will feature one of six randomly chosen colours:

A SHOUT OUT FROM

THANKS <COMPANY> FOR BACKING EVs YOUR

LOGOHERE

A SHOUT OUT FROM

THANKS <COMPANY> FOR BACKING EVs YOUR

LOGOHERE

A SHOUT OUT FROM

THANKS <COMPANY> FOR BACKING EVs YOUR

LOGOHERE

A SHOUT OUT FROM

THANKS <COMPANY> FOR BACKING EVs YOUR

LOGOHERE

A SHOUT OUT FROM

THANKS <COMPANY> FOR BACKING EVs YOUR

LOGOHERE

A SHOUT OUT FROM

THANKS <COMPANY> FOR BACKING EVs YOUR

LOGOHERE

What are the Terms and Conditions?

Please visit www.genless.govt.nz/ev-shout-outs/terms-and-conditions

A SHOUT OUT FROM

THANKS <COMPANY>FOR BACKING EVs

YOUR

LOGOHERE

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Tips for answering EV comments on socialRemember to stay positive!

Be solutions-based, and avoid focusing on the doom and gloom.

The positive celebration of EVs is something we should all be proud of.

Feel free to use the ‘Ten ways to post about your business’s EV use’

section of this pdf for ideas on how to do this.

Link to the experts

You’re also welcome to link to any of our online resources below,

which have all been carefully fact-checked:

· Environmental (Emissions/Carbon Footprint)

EVs emit 80% fewer CO2 emissions than a petrol vehicle when

used in NZ.

EVs emit 60% fewer CO2 emissions across the lifecycle of the vehicle when

used in NZ.

This is from a 2015 EECA commissioned report by Arup and Verdant:

www.eeca.govt.nz/assets/Resources-EECA/ev-lca-exec-summary-nov-2015.pdf

· Environmental (Batteries/battery disposal)

An EV battery has value and a life beyond the vehicle.

www.energywise.govt.nz/on-the-road/electric-vehicles/electric-vehicle-

batteries/

EV batteries are sophisticated pieces of equipment designed to last

many years.

Over time, EV battery capacity gradually decreases. However, decreased

capability means the car won’t travel as far on a single charge. This can

still be an attractive option for car buyers who don’t need to travel so far

between charges.

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You can find out more about the work New Zealand is doing in this space

via the following groups and organisations:

The Battery Industry Group (BIG): http://evtalk.co.nz/battery-industry-

group-to-handle-end-of-life-ev-batteries/

Motor Industry Association (MIA) Code of Practice: www.mia.org.nz/

Portals/0/MIA-CodesAndPractice/Code%20of%20Practice%20for%20

Recyling%20of%20Traction%20Batteries.pdf

Ministry for the Environment (MfE), Proposed product stewardship

scheme: www.mfe.govt.nz/publications/waste/summary-of-proposed-

priority-products-and-priority-product-stewardship-scheme.

· Environmental (Mining)

Cobalt is an element which is mined for use in lithium-ion batteries,

which power smartphones, tablets, laptops and electric vehicles. Most is

mined responsibly, and companies are moving towards greater ethical and

environmental transparency in supply chains.

Lithium is an element which is found in many EV batteries. It is not a rare

earth mineral nor a precious metal. The companies that extract lithium

have strict environmental management systems in place and comply with

ISO Standard.

· Total cost of ownership for electric vehicles

EECA’s vehicle total cost of ownership tool can help other companies

do the calculations to understand the comparison costs of EVs vs ICE

(Internal Combustion Engine) vehicles in your business:

www.eecabusiness.govt.nz/tools/vehicle-total-cost-of-ownership-tool/

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Thanks for participating!

If you have any questions about the EV Shout Outs campaign

please email genless@EECA.govt.nz

We look forward to seeing your EV posts online very soon!

The Gen Less Team