Launching a new brand is always a challenge, but entering the fast-paced and fiercely competitive EV charging market raises the stakes even higher. That was the challenge facing vaylens, a new software division of the independent family-owned KOSTAL Group.
Born from the legacy of Compleo Charging Software, vaylens was created to optimise and simplify its EV charging infrastructure across Europe. With its hardware-independent software platform compatible with multiple manufacturers, vaylens enables businesses to manage energy distribution, monitor charging station performance, and streamline billing processes.
Tasked with boosting brand awareness in its native-DACH region and entering the UK market, vaylens partnered with 3THINKRS to drive awareness and impact in the UK. This mission wasn’t just about launching a new brand—it was about positioning vaylens as a leader of sustainable energy solutions and a key player in the electrification revolution.
Building brand awareness across borders
3THINKRS collaborated with vaylens’s corporate marketing team, its UK sales team and the EPOS Marketing team in Germany to craft a PR campaign that introduced the new brand and positioned it as a leading innovator in the EV charging space.
To cut through the noise, we focused on vaylens’s key differentiators: its ability to streamline EV charging network management and deliver actionable insights for operators.
Our strategy was designed to address the unique market dynamics of both the UK and DACH regions.
This included:
• Corporate storytelling: bringing to life the Kostal Group’s mission to build a sustainable future.
• Aligning with key trends: Inserting vaylens’s perspective into relevant breaking news, such as new EV registrations and policy updates, to drive timely engagement.
• Targeting vertical PR opportunities: Engaging automotive, energy and technology audiences to solidify vaylens’s position as a trusted and innovative leader.
Through this approach, we ensured that the vaylens launch resonated with the right audiences, driving awareness and creating momentum in the highly competitive EV market.
EMEA PR results
PR activities helped put the new vaylens brand on the map, highlighting its proposition in front of key audiences. The three-month launch campaign project achieved:
• 41 pieces of high-quality EMEA coverage.
• 811,000 online coverage views.
• Thought leadership commentary on the transition to electric vehicles, the implications of the budget on people’s motivations to transition, charge-point management, power consumption, and compliance.
Testimonial
“We sought an agency network with deep knowledge of the evolving EV charging landscape, specifically a team who could tell our story internationally. 3THINKRS impressed us with their storytelling expertise and ability to quickly bring to life the impact vaylens could have on the EMEA market.
“Our international success relies on our ability to have a red-thread narrative that transcends boundaries and sectors, and this combined team brings just that – one team that ensured our core message was seamlessly delivered across regions, but with a local market flavour that connected to core audiences.”
Vivian Zhou, Brand & Marketing Manager at vaylens
By 3THINKRS
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