Many women were still finding the prospect of electric vehicles (EVs) inaccessible and disconnected from the reality of everyday life.
VW wanted to show how their cars embodied the clear ‘same spirit, different energy’ proposition, as well as the steps VW Group were taking when it came to diversity - both internally and externally.
We needed an activation that would not only demystify EVs, but also build long-term brand affinity with a values-driven female audience - positioning Volkswagen as a supportive partner in the transition to electric.
Cox Automotive were also looking to close the gender engagement gap through the lens of their EV Battery Solutions programme. They were seeking more information on real world perceptions to allow them to position their offering against prevailing misconceptions in a way that would resonate most effectively.

Used our She’s Electric platform to create a discovery-led, lifestyle-focused activation designed to build confidence and trust in EVs among women.
Delivered a weekend experience across Ellenborough Park in Cheltenham and Danesfield House in Marlow - aspirational yet welcoming environments - to reframe EVs around everyday life, sustainability and personal values.
Positioned Volkswagen’s electric models as stylish and accessible rather than technical or elitist.
Partnered with leading infrastructure experts and complementary brands, including Clear Futures, Ohme and Hygge Bikes, to provide trusted guidance, answer guest questions and elevate the overall event experience.
Built a trusted, impartial platform for honest conversations - allowing women to ask real questions and explore EVs and the broader topic of sustainability without pressure or jargon.
Developed and delivered Community Power, an insight programme in partnership with Cox Automotive and EV Battery Solutions, using LEGO® Serious Play® methodology to uncover deeper behavioural drivers.
Explored key areas including:

Engagement pillars influencing automotive purchase
Strategies for driving behavioural change towards electric
How to effectively communicate facts and data in a landscape of myth and misinformation
Attitudes towards remanufactured batteries and battery technology

Delivered 870 registrations across the weekend, demonstrating strong appetite for confidence-led EV engagement.
Delivered 1.3 million social reach and over 200,000 email sends, supporting Volkswagen’s objectives around awareness and education.
Generated rich content and actionable insight to inform future engagement and communication strategies.
Helped reposition EVs as desirable, accessible and achievable, strengthening Volkswagen’s position as a brand committed to inclusion, education and meaningful progress towards electric adoption.
Identified key themes shaping women’s attitudes to electric vehicles, including:

Perceptions of smugness and elitism within EV culture
Widespread confusion and confidence gaps
The importance of relevance to everyday life and “living in the now”
Generational differences in attitudes and engagement
Trust, familiarity and credibility
A shift from range anxiety to broader battery anxiety, including concerns around longevity and remanufacture

SHE’S ELECTRIC X VOLKSWAGEN

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