Düsseldorf, 01. Juni 2026 – EssenceMediacom, a WPP Media brand, jointly presents the new summer campaign "Turn Up Summer Energy" for IONITY, Europe's leading fast-charging network. At its heart is an authentic track by British DJ and multi-instrumentalist Elderbrook. Produced on an European road trip for the campaign, released on Spotify, and designed for impact that outlasts the campaign period. The pan-European campaign launches today, June 1, 2026.
When a Road Trip Becomes a Song
The idea is as simple as it is fitting: Elderbrook embarks on a musical journey across Europe. Along the way, he collects sounds and moods of summer – the roar of waves, the hum of voices in beachside cafés, the energy of open roads – and gradually transforms them into an exclusive remix. The result is the captivating track "Is It Over Now (IONITY Remix)", radiating a full charge of "Summer Energy." On June 1, 2026, the song drops on Spotify and forms the musical baseline of the entire summer campaign.
Personalised Delivery via Spotify
What sets the campaign apart conceptually from classic brand communication: Spotify here is not merely a booked channel, but becomes the brand's permanent experience platform. The track remains present on the platform after the campaign ends, generating brand impact that extends beyond the paid period.
A standout element is the AI-powered playlist generator. Target audiences are directed via social media, in-car ads, and digital formats to a landing page where Spotify creates a personalised "Summer Energy" playlist based on their individual listening behaviour. Each of these playlists starts with the exclusive Elderbrook x IONITY remix and carries IONITY branding in the name and on the cover. A personalised brand experience that is organically integrated into users' everyday music lives.
"With Elderbrook, we have a cultural ambassador who authentically embodies the energy and freedom of IONITY. His remix doesn't just make the brand audible – it makes it tangible. Creative Media is born where brand and experience become one," says Frank Olma, Executive Creative Director at WPP Media.
"Speed is our product, emotion is our brand – and the two belong together. Where most in our industry stop at charging stations and tariffs, we go further: into feelings, road trips, and summer hits. We interlock brand, performance, and communication in a way that creates a genuine experience for EV drivers across Europe. Our campaign 'Turn Up Summer Energy' with Elderbrook is our conviction that brand-led growth works for infrastructure too. You don't build a love brand overnight. But you also don't build one if you only talk about kilowatts," says Felix Sold, Head of Marketing, Brand & Communications at IONITY.
Integrated Campaign Across All Touchpoints
Alongside Spotify and the cinematic hero spot, the campaign runs across Meta (Instagram and Facebook), Reddit, TikTok, Google Performance Max, Google Search, App Install campaigns, as well as DOOH and IONITY's own brand channels.
About IONITY
\u200bIONITY builds and operates Europe's leading ultra-fast, open-access charging network for electric vehicles. The company delivers true high-power charging: up to 600 kW today, even faster tomorrow – reducing charging time to the length of a coffee break. Over 6,000 charging points in 24 European countries enable reliable and convenient charging along motorways and increasingly in cities. The IONITY network runs exclusively on renewable energy, contributing to the transition to climate-neutral mobility. IONITY develops its products around the EV driver's lifestyle – intuitive and practical, for limitless mobility and a clean future. Founded in 2017, IONITY is a joint venture of BMW Group, Ford, Hyundai, Kia, Mercedes-Benz, Volkswagen Group (including Audi and Porsche), and BlackRock's Climate Infrastructure Platform. IONITY builds and operates Europe’s leading ultra-rapid charging network for electric vehicles, open to all EV brands. The company delivers true high-power charging – up to 600 kW today and even faster tomorrow – cutting charging times down to the length of a coffee break. More than 6,000 charging points in 24 European countries enable reliable and easy charging along highways and increasingly in cities. The IONITY network runs exclusively on renewable energy, contributing to the transition toward climate-neutral mobility.
\u200bIONITY designs its products around the lifestyle of EV drivers – intuitive and practical, for boundless mobility and a cleaner future.
\u200bFounded in 2017, IONITY is a joint venture of BMW Group, Ford, Hyundai, Kia, Mercedes-Benz, Volkswagen Group (including Audi and Porsche), and BlackRock’s Climate Infrastructure Platform.Infrastructure Platform.
About WPP Media / EssenceMediacom (A WPP Media Brand)
\u200bWPP Media is WPP's global media collective. In a world where media is everywhere and in everything, we bring the best platform, people, and partners together to create limitless opportunities for growth. For more information, visit wppmedia.com.
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\u200bÜber Elderbrook
\u200bElderbrook is a British singer-songwriter, DJ, and music producer in the field of electronic dance music. He predominantly produces music in the Tech House and Deep House genres. On Spotify, he reaches more than 7 million listeners monthly; his entire catalogue has accumulated over 1.5 billion streams worldwide. His breakthrough came with the single "Cola" together with CamelPhat, which has achieved more than 400 million streams on Spotify alone – clear evidence of his enduring relevance well beyond a short-lived hype. Multiple platinum certifications, Grammy and Ivor Novello Award nominations, and a high standing within the music industry make Elderbrook an artist who comes across as both cool and dependable. His positive, uplifting presence and down-to-earth image are an ideal fit for brands that stand for a forward-looking outlook and cultural credibility.
LinkedIn: @EssenceMediacom Germany
\u200bInstagram: @EssenceMediacom_de
Pressekontakt
\u200bBurson GmbH
\u200bLinea Knoke
\u200blinea.knoke@bursonglobal.com