SoulFrame Media | Brand X

Insight:
Classic car owners are a passionate bunch. They own their cars for years and pass them down through generations. Once upon a time they were the poster children for elegance and a stylish world. Unfortunately, the Classic is still a petrol - powered car.

As part of SoulFrame Media’s push to a more sustainable future, we wanted to leverage the original spirit of vintage charm and the Classic, but to do that we needed to make a change to the Classic itself.

The GreenDrive is an open - source set of plans that anyone can use to turn their Classic into an electric vehicle (EV), in 20 easy - ish steps. We made an all - in - one kit, or owners could source the parts themselves with our approved list, at no additional cost.

Impact:
The GreenDrive has created a new avenue for SoulFrame Media to address sustainability, while connecting with a highly engaged group – fans of their classic cars.

The Classic GreenDrive is the first set of plans ever created, but these are universal and now available in perpetuity. These plans have been downloaded over 1,500 times in a country with only 800 Classics. Each vehicle converted saves, on average, 1.5 tons of carbon per year, and that doesn’t include the carbon cost of new cars that don’t need to be created when these existing vehicles are modernized.

Zero new vehicles were sold as a result of this campaign, as intended.