Brief
Better Place is an electric car network working to produce a market-based transportation infrastructure that supports electric vehicles.
Better Place planned to launch a new electric vehicle using the Better Place network at the Australian International Motor Show in July. This launch was the catalyst for a local Web site that reflected the new company branding and for information specifically about the new Renault Fluence Z.E.
The objective was to communicate the key messages and benefits of driving electric to their target audience ranging from investors to car buyers.
Design & Strategy
The Web site was to serve as an important part of the car buying process and to encourage visitors to become advocates for the electric car movement. The Better Place Web Site uses a visual design that communicates in a direct way and has maximum impact. The use of circles in the design is a key element that influenced the colour palette, typography and tone of voice. The colours used were vibrant and complementary to the Better Place style guide. By having a user-centred design process, the information presently consistently looks good in whatever format the user views it (mobile phone, Web site etc).
Solution
Better Place implemented cManager (Reactive’s recommended CMS system) to ensure flexibile in-site management and control over the pages as well as integrating Salesforce for the site’s enquiry forms.
Results
Launched in time for the Australian International Motor Show and for the unveiling of the new Renault Fluence Z.E, the new Web site has reinvigorated discussions about electric cars on social networks. While the site is still new, it is expected to achieve all target objectives and is considered a success for Better Place Australia and Reactive.