The electrification world is wonderful. But not in Brazil, where there are a lot of barriers and doubts about electric cars. For people who live here, these cars are dangerous, not functional, have no power and can even give you a shock. It's a distant reality for them.

To launch the New C40 Recharge in Brazil, we needed to bring it closer to them.

Using A.R, we turned an ordinary object that is everywhere, the electric socket, into a new media space, bringing people closer to the C40 Recharge's electric world.

In one click, people enabled their phones' cameras and got teleported to this interactive experience, that launched our pure electric car to the whole country, instead of a traditional campaign.

We collected data about the main electrification barriers in Brazil and created our experience based on that, bringing people closer to our car and the electrification universe as well.

For the first time, a simple electric socket launched a car.

And from now on, it becomes a brand hub for electrification. Sales, brand experiences, gamified promos, services. All accessible through this icon, demystifying electrification.

Every socket in the world got its shape tracked and we turned them into a gateway to access our experience.

We then used influencers and social media content, all mobile first, to spread the word about the idea, inviting everyone to swipe up and point their phones at any outlet to discover and purchase the C40 Recharge.

We collected data about the main electrification barriers in the country and created our experience based on that, bringing people closer to our car and the electrification universe as well.

The idea started running on the whole country on March 16th and is still going on. We used the biggest influencers in Brazil and social media content to invite everyone to swipe up and access their electric sockets, generating millions of unique users and making the C40 Recharge sell out in most of the country.

- 354.000 hours spent on the experience (average: 46 seconds).

- 471.000 unique users.

- The most searched electric car.

- “As simple as that”. Forbes tech editor.

- Sold out in one month.