Cinch’s platform of Champions of Certainty gives reassurance to potential customers that, thanks to an impressive range, quality checks and ease of purchase, they can be assured of buying the best car to suit their needs. A key proof point for us to communicate was Cinch’s range of used EVs - the largest range available online - but they’re not the only brand to be occupying this space. Cinch’s challenge was to own the conversation surrounding EVs and position themselves as a voice of authority and expertise.
Bye Bye ‘Petrol Heads’ and hello ‘Frunk’
Did you know that words and phrases such as ‘petrolhead’, ‘gas guzzler,’ and ‘full throttle’ could disappear from common vocabulary in the next ten years? To highlight the extensive range of EVs available at cinch.co.uk, we recruited renowned lexicographer Susie Dent to predict the common motoring words and phrases likely to become extinct in the next 15 years as the EV revolution gains pace. Then to prepare a new generation of electric drivers, we released the top ten ‘need-to-know’ motoring buzzwords - from 'Froot' (front-boot) to ‘Juice/Range Anxiety’ (when you're worried you’ll run out of charge).
To strengthen and support our story, we shot a series of supporting imagery with Susie alongside EVs and number plates demonstrating the new motoring phrases, to accompany the media story and be used as content on Susie and Cinch’s social channels.