Mitsubishi Canada
Curing Electriphobia, one Tailpatch™ at a time
When electric cars first hit the mainstream market, people were skeptical; how far could they really go? How do they really work? Will everything I own suddenly smell like patchouli? To address these fears, we gave them a name—Electriphobia—and created the Electriphobia Research Institute to help drivers overcome their fears and get into Canada's first mainstream electric vehicle, the Mitsubishi i-MiEV.
Online “subjects” underwent virtual treatments to cure their irrational fears of electric cars and a highly-scientific algorithm identified which of their Facebook friends also needed help.
Enter the Institute
As part of the launch we hosted support sessions at the Green Living Show in Toronto (being a true team player, I even stepped into the role of Electriphobia Research Institute scientist, see below).
Recognition: Bronze Cannes Cyber Lion // FWA Site of the Day // Marketing Awards (Canada) // Applied Arts (Canada)
Credits:
Executive Creative Directors: Angus Tucker & Stephen Jurisic
Copywriting: Myself, Kurt Mills
Art Direction: Hannah Smit & Kyle Lamb
John St. Production: Lorrie Zwer
Director: Chris Hutsul
Production Company: Soft Citizen
Edit: Mel Hider @ Bijou Editorial
Audio & Sound Design: Vapor Music
Interactive Web Development: The Secret Location
Illustrations: James Provost