Case Study: Drive Clean Bay Area drives EV sales with Division of Labor

Drive Clean Bay Area sells 1.5 EVs a day with Division of Labor

Drive Clean Bay Area, a regional initiative, faced the challenge of convincing environmentally conscious Bay Area residents to make the switch to electric vehicles, the single biggest action they could take for the environment, as they were already engaged in smaller eco-habits like recycling and composting. They partnered with the advertising agency Division of Labor to address this.

Division of Labor developed a campaign with the creative platform "You do the small. Now do the big." This strategy reframed the conversation around impact rather than effort, using digital and social media to playfully contrast everyday eco-behaviors with the significant environmental benefits of EV adoption. The campaign successfully sold 1.5 electric cars per day it ran, achieving a remarkable cost of approximately $86 per vehicle sold.

Drive Clean Bay Area