The Nice Car Company is hoping that Green Row Communications can persuade Londoners to radically alter their driving habits.
The move follows the car company's recent launch of a new range of electric ‘zero emission' vehicles. The vehicles, which do not go above 40mph, went on sale in the UK over the Easter weekend, with the range including a car, van and scooter.
The agency will highlight the vehicles' benefits - including congestion-charge exemption, free road tax and free parking.
It will try to dispel the myth that ethical products are not stylish by promoting the vehicles as the best ethical choice for the urban dweller. The account spans trade and consumer press.
Green Row director Helen Trevorrow, who will lead the account, said: ‘There's a huge opportunity for these stylishly designed, highly fashionable and ethical vehicles to be profiled in consumer and lifestyle media. Every trendy London urbanite who is concerned about the environment should be seen with one.'
She added that one vehicle will be positioned as the perfect delivery truck for small businesses, while another will be positioned as ‘the perfect city car'.
The Nice Car Company was set up in July 2006 by two entrepreneurs. Julian Wilford is a former group strategic development director at Aviva and Evert Geurtsen has a range of motor industry experience, having worked at General Motors Europe and Lotus Engineering.