After three years of "Go electric", Ingo Zurich has sharpened its communication strategy. The challenge: almost two thirds of people in Switzerland can very well or well imagine buying a car with an alternative drive system the next time they buy a car. However, only around a fifth of newly registered vehicles are fully electric.

To close this gap, the narrative is being developed further. Some negative myths about electric cars are circulating online, everyone knows the perfect e-car commercials, and many may even know the facts and technical details. What is rarely or never shown in communication are good examples: People raving and sharing good experiences. The current campaign aims to change this - by showing that driving an electric car is fun and the new normal.

From current to statement piece

The campaign focuses on people for whom driving an electric car is more than just a means of transportation. It is a statement for individual needs and for a more sustainable future. The campaign also reveals this visually with the symbol for electricity, an eye-catching lightning bolt. Whether as a hand-knitted sweater, picnic blanket or air mattress - the individual "statement pieces" show that electric mobility is a completely normal part of everyday life and is lived with pride.

Authentic imagery in editorial style

The campaign focuses on eye-catching visuals in bold colors. The images and videos were produced in editorial style and capture real moments and emotions. In addition to the key visuals and short videos, a comprehensive image world was shot for the website and social media. The flash statement pieces were produced by hand and integrated into the scenes in real life.

For maximum reach, the campaign is played out across several relevant channels. These include posters and DOOH, social media ads, digital ads and print ads. The subjects are also used in cooperation with partners such as Homegate, Autoscout24 and Agrola.

All advertising material leads to the newly revised landing page, where there is independent information, current studies and helpful tips on all important questions relating to electromobility.

The campaign has been on display throughout Switzerland since April 7, 2025.

Responsible at the Federal Office of Energy:  Jean-Marc Geiser (Mobility Specialist), Ivano Diconto (Project Management Specialist) Alois Freidhof (Head of Mobility), Dominic Andrey (Communications Specialist / Digital Media Manager). Responsible at Ingo Zürich: Julia Staub, Michael Gallmann, Jenna Davis, Felicia Aepli, Samuel Wicki (Creation), Dany Boletas (UX), Kim Prinzing, Vivien Locher (DTP) Valeska Kraus, Lara Fabbricatore, Kira Vaterlaus (Project Management), Galina Helbling (Strategy), Claudia Riedlberger, Max Reichmuth (Social Media), Swen Morath (CEO/CCO). Production: All In Production, Dhondup Tersey, Aliza Eva Berger, Props & Styling: Guja Marina, Photography and Film: Maya & Daniele, Maya Wipf, Daniele Kaehr. Image editing: Lorenz Wahl, sound design: DubDub Studios; social media: Anastasiya Shevchuk (Parker Digital).