Addison Lee’s new management team completed their acquisition of the business the day that lockdown was announced in March 2020. We supported the business as it kept London moving through the pandemic – from free rides for NHS workers to its acquisition of black taxi firm ComCab.
But Addison Lee is also the market leader in sustainable transport, committing to fully electrifying its fleet by end of 2023 – two years ahead of its rivals. Firstlight was briefed to promote this commitment to a greener future to B2B and B2C customers, while using it to engage national and local policymakers and industry influencers. At the same time, we needed to raise awareness of the barriers to wider EV adoption – in particular the challenges associated with the current EV charging infrastructure.
The announcement of Addison Lee’s EV commitment provided a significant moment to engage media and policymakers to position the business as an industry leader in London. Momentum activity has seen Addison Lee issue a strong call to action to improve charging infrastructure in London, in light of the challenges their drivers are facing. Media moments have been supported by customer facing content across social and owned channels.
We achieved widespread national broadcast, print and online coverage which has directly led to a number of enquiries from new customers, potential partners and other stakeholders in the EV ecosystem.