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With electric vehicle (EV) ownership on the rise, there’s a growing gap that many overlook: the disadvantage faced by people living in flats. Without access to at-home charging, they're often forced to rely on expensive, inconvenient public infrastructure. Our challenge was to highlight this inequality and position ChargeGuru as the obvious solution for flat residents looking to charge at home.

Our campaign centred around one bold, attention-grabbing message: “Don’t overpay for EV charging when you could charge at home! FFS.”
... We mean Flat-Friendly Solutions, of course.

To deliver it with impact, we took to the streets, and using large-scale animated projections, we lit up iconic buildings across London with our core message. The creative approach turned heads, stopped passersby in their tracks, and sparked conversation in exactly the spaces where EV drivers and the people influencing infrastructure decisions live and work.

Designed in-house, the visuals were made to cut through the noise of a crowded city. We crafted animations that were bold, direct, and impossible to ignore, especially when projected several storeys high. The campaign didn't just speak to EV drivers, it spoke for them, tapping into the growing frustration around public charging costs.

This wasn’t just a stunt. Our PR and social teams worked in tandem to amplify the message beyond the streets. We secured national and trade media coverage, generated discussion across social channels, and aligned our messaging with broader conversations about urban mobility, sustainability, and accessibility.

The campaign delivered 55 qualified leads, including seven from property managers and 48 from residents actively looking for charging solutions. More importantly, it reframed the conversation around EV charging as not just a convenience issue, but a question of fairness and access.

For ChargeGuru, the campaign marked a turning point. It boosted visibility, drove commercial results, and helped cement their position as a leader in making EV ownership truly accessible, no matter where you live. And the cherry on top? Our campaign led to ChargeGuru being announced as the winners of the E-Mobility Awards 2025 'Best E-Mobility Marketing Campaign'. Result!