All the activities connected with "Volkswagen drives electromobility in Poland" project had to be and were preceded by many weeks of research and articles in Polish and foreign sources, interviews with experts and Volkswagen employees, talks with users and non-users of electric cars and representatives of media. In this way we created the image of electromobility seen through the eyes of journalists, influencers and consumers, which turned out to be dominated by stereotypes. We learned that education must be at the heart of the project. To this end, we organized a very extensive system of staggered opinion surveys. Analysis of the research results both prior to the project and during the project work made it possible to learn the reasons of popularity of stereotypes about electric cars, gain many valuable insights and prepare the list of counterarguments. Surveys are carried out on a regular basis, and their analyses are a basis for further actions.
Research carried out before the start of the project allowed us to define two main aims, around which our further activities were focused: we want to change the way of thinking of journalists and society about electric cars; we want to create high participation of Volkswagen brand in the public debate on electromobility.
Problems related to electromobility became our starting point for the project. We have created a database of stereotypes, which we are fighting on the InsightOutLab.com website. Subpage "Electromobility" is an independent source with data, analysis and visualizations on electromobility. This is one of the elements of strengthening the reliability of communication and the image of Volkswagen as an expert and educator. We regularly publish there reports and analyses confronting stereotypes with facts.
We attract media attention by sending out press releases containing reports prepared by InsightOut Lab. Moreover results of our research along with studies are made available to Volkswagen employees via internal application Training Academy. Our reports and analyses expand their knowledge about electric cars and provide them with arguments facilitating their purchase decisions. They are also used in presentations by Volkswagen experts and in native campaigns. In addition, we produce the Electrically Topical podcast, which is centered around data from our research. Invited experts reinforce the message and give credibility to the theses coming from our research. In addition, we are actively involved in the Polish Alternative Fuels Association (PSPA). It is the largest industry organization creating the electromobility market in Poland and in the CEE region, of which InsightOut Lab is a member.
According to a Press-Service report prepared for the end of October 2020, 396 publications have been written about our research and analysis since April 7, 2020, and the project is still being developed. 96% of them had positive overtones and 4% had neutral overtones. Earned publications accounted for 96% of all publications. Their reach was 76 462 620, of which 96% was organic. Verified AVE was equal to PLN 1 992 517. The "Electrically Themed" (Elektrycznie tematyczni) podcast quickly appeared on Apple Podcast's list of recommendations in the "automotive" category. Its social media reach was 842,577. In addition, the pages about electromobility on InsightOutLab.com were visited by 2,445 users during the period in question, of which less than 400 were returning users, including journalists, the project's main audience.