AxiCom brings hydrogen powered scooter to City Hall
AxiCom was tasked with planning and executing a fitting press launch for the Suzuki Burgman, the UK’s first hydrogen fuel cell scooter, powered by Intelligent Energy.
The UK’s first hydrogen powered scooter
With alternative energy sources attracting significant interest amongst the UK’s national media, AxiCom was tasked with planning and executing a fitting press launch for the Suzuki Burgman, the UK’s first hydrogen fuel cell scooter, powered by Intelligent Energy.
Green energy and the automotive sector have long had a love-hate relationship, not least because UK media has begun to suffer the negative effects of “Greenwash” – over-communication from so-called Clean Tech suppliers, with little delivered in terms of proof. It was against this backdrop that AxiCom sought to develop plans for a credible, multi-event launch that would appeal to the demands of press from across sectors.
From the outset it was clear that two separate events would be required to meet the differing expectations of press attendees. Firstly, a curtain raiser event for national, trade and news agency media, to be held alongside an investor launch at London’s City Hall; secondly a demonstration day for automotive press with a chance to ride the machine itself at Intelligent Energy’s HQ in Loughborough, Leicestershire.
Chair of the London Hydrogen Partnership and London’s Deputy Mayor, Kit Malthouse, opened the City Hall event before handing over to Intelligent Energy and Suzuki to take the covers off of the new Burgman scooter. Hotly anticipated within the media, AxiCom secured attendance from an exclusive list of 11 tier one national journalists including The Financial Times, The Sunday Times, The Guardian, Thomson Reuters,Bloomberg, The Economist and The Evening Standard. The London event culminated in a queue of interested press waiting for 1-2-1 time with Intelligent Energy CEO, Dr Henri Winand and a number of photo-opps alongside the sparkling new scooter.
Two days later, Intelligent Energy returned to its Loughborough base to welcome trade titles including Bike and Motorcycle News, alongsideThe Daily Telegraph andBBC East Midlands to a demonstration day that would give journalists the chance to be amongst the first in the world to ride a hydrogen fuel cell-powered scooter.
The combined events resulted in over 50 tier one articles directly relating to the launch itself, as well as two online videos, a further four post-event interviews and a slot on the BBC’s Working Lunch energy special.