mycar is Australia’s leading tyre and auto company, offering tyres, services, and general repairs through a ‘people first’ lens. Electric vehicle (EV) drivers represent a fast-growing and important new audience for mycar. Four years ago, 1 in every 100 new cars sold in Australia was an EV; today, it’s 1 in 10. The expanding EV market is a crucial pillar of growth for the business moving forward, and it is essential for TBWA\Sydney to establish mycar’s EV expertise with this audience.

Everyone knows EVs can be charged, but not everyone knows they can be discharged.

The mycar Chargers initiative recruits and deploys volunteer EVs across the eastern seaboard. When an area affected by adverse weather and blackouts is deemed safe, TBWA\Sydney sends an alert to Chargers within a 250km radius.

Once onsite, the EVs power everything from medical devices, fridges, phones, and baby monitors to laptops and Wi-Fi connectivity, enabling people to stay connected to family and make payments.

The intent of the initiative is to demonstrate the program’s potential scalability to become a national and permanent response to any natural disaster. Disaster relief organizations and energy suppliers are now liaising with TBWA\Sydney to grow the initiative further.