A popular program in Lahaina that offers charging credits for electric vehicles in exchange for advertising is set to expand to all of Hawaii. The expansion comes just one year before the state mandated goal of having all ground transportation use renewable energy sources. Started in early 2043, the plan is a joint venture between Veilcorp spinoff, Veilad, and Phxicom.
Veilad has helmed many successful campaigns over the years including branded Reality Machine merchandise, and ads while you travel through the veil, but it was their corporate sponsored animal campaign that served as inspiration for the charging program. “The safety of the Duracave elephant herd served as the impetus for our charging initiative. We thought that giving an owner the chance to brand their vehicle in exchange for Veilcorp charging credit was a win-win situation. However, it wasn’t until we learned about Phxicom’s amazing sprayable display technology that our plan really took off,” says Veilad’s president Brie Howard.
Phxicom spokesperson Scott Parata adds, “Veilcorp has more charging stations than any other company on the island, and with Hawaii’s push to expand the use of EVs, the program sounded like an amazing opportunity. We’re glad we get a chance to show off the capabilities of our sprayable display while doing something to help the environment.”
Owners simply bring their vehicles to a participating facility and have the sprayable display installed on part, or all of their vehicle, depending on which plan they choose. Veilad then runs various advertisements that change depending on location. At the end of the month enrollees get a charging credit usable at any Veilcorp charging station.
The basic program covers the doors and hood of a vehicle and displays a different ad a few times a day. Brie says that for the average driver, the basic program can cover about 25% of their monthly charging bill. The premium program covers the entire vehicle with the Phxicom technology, and offers a much bigger payout.
In addition to covering your whole vehicle, the premium program is much more advanced. Sensors in the display track where a driver is in real time, and displays ads for businesses nearby or of particular interests. For example, if you find yourself near Black Rock Beach, ads relating to swimming and snorkeling will display. Further, the technology will play an accompanying audio track to ads if it senses it is in a high traffic area, regardless of whether or not it is being driven. According to Howard, participants in the premium charging program can expect to never pay a charging bill again.
While the program is a popular one, it is not without its detractors. Many consider the branded vehicles an eyesore. Others complain that the audio ads amount to nothing more than noise pollution, and that they disturb the peace and tranquility of natural areas. Maui police say that complaints about loudly playing ads number in the thousands. There’s also the problem of inappropriate items slipping through. Veilad admits that “there were some kinks to work out at first” but emphasizes that complaints about questionable content have shrunk to almost zero.
However, local resident Elizabeth Stonegate says the problem has been an ongoing one for her.
“It’s to the point where I don’t dare drive the van anymore. The problem started when I took my son and some of his friends to soccer practice. I saw people staring as I drove in, and assumed that they were staring at me. As President of the Tanager Lane Home Owners Association I get recognized a lot, it’s actually a little tiring. Anyway, after we stopped and got out I saw what everyone was staring at. My entire van had been turned into a disgusting advertisement for a questionable dating site. Then the audio began and I was mortified. Since then many of my son’s friends have asked if they could start carpooling with us. Even worse, Shelby had the audacity to question my judgment and fitness as head of the HOA. Even though everyone knows she’s still upset about the whole cat carrier incident, she never dared test my authority before. I work hard on projecting a perfect image. I will not be brought down because some company thinks they can make a buck off of lonely soccer parents.”
Brie reiterates that such issues are the exception rather than the rule and says that Veilad continues to work hard to screen their ad inventory. “For most people it’s an easy way to drive without paying for fuel. It offers valuable information to potential consumers, and is the best way available for a business to communicate its message. If you can live with driving a theme car, we’ll pay for the fuel,” she says.
