EV charging campaign
One message about charging, in every size the internet sells.
EV Charging
Marketing Assets
Role
Visual Designer
Timeline
5 weeks
team
Individual Contributor
platform
Google Display, YouTube, Social, App Store
The Real Problem
Allego runs an EV charging network across Europe with more than 950,000 chargers and 24/7 live human support. The product is strong. The category is anxious. Drivers worry about running out of charge, about detours to find a plug, about being stranded with a phone line that leads to a bot.
Allego needed a campaign that turned that anxiety into reassurance, and it needed it in a long list of formats at once: Google moving and static banners, generic search ads, YouTube Shorts and bumpers, sponsored social posts in static, carousel and moving versions, Instagram and Facebook Reels, Apple Search Ads and a refreshed set of App Store screenshots. All of it had to read as one campaign, and all of it had to work at banner sizes where a headline gets five words.
Finding the Fix
The campaign idea was simple: charging should disappear into the drive. "Charge your car. Do your thing." became the anchor line, with a family of short, reassuring headlines underneath it: "Get there faster.", "Don't stress.", "Call us wherever you are.", "Get home, when you go home.", "Never stranded. Never on hold.", "Cruise through Europe."
Three decisions shaped the system:
Lifestyle first, charger second. Road trips, coastlines, the view from the driver's window. The charger appears as a detail, never as the hero, because nobody dreams about a charging station.
One green, everywhere. Allego's lime green carries the logo, the CTA and the highlight on every piece, so a thin leaderboard banner and a full screen Reel are recognisably the same brand.
Proof in the small print. "+950,000 chargers across Europe" and "24/7 live human support" sit under the headline on almost every asset. The emotional line opens; the fact closes.
What Actually Happened
I built the social feed posts first, because a 1:1 frame with a headline, a proof line, a CTA and the logo is the hardest composition to keep clean. Once that worked, the same structure was adapted into the full Google display size set, then into vertical formats for Stories, Reels and Shorts, then into a seasonal variant ("Get ready for summer.") and a new customer offer (10 percent off the first month).
The App Store work ran in parallel. Instead of the feature list most charging apps show, I built a sequence that tells a story: find a charger near you, see live prices, charge with Plug and Charge, track sessions and costs, order a charging card. Each screen pairs a real app view with one line of benefit copy, in German and English, using the same lifestyle backgrounds as the campaign so the store listing and the ads look like they came from the same place.
Every format was laid out against its real placement spec and reviewed in a full size matrix, so nothing shipped with a cropped headline or a logo in a safe zone.
What Changed
Allego went to market with:
A single campaign idea running across ten or more paid formats
A headline family that answers range anxiety with reassurance rather than specs
Display, social, video and search creative built from one visual system
App Store screenshots that sell benefits in order instead of listing features
A size and format matrix the team can extend for the next campaign
The ads and the store listing now tell one story, and a driver who taps through from either lands somewhere that looks familiar.
What I Had to Work With
The format list ranged from a thin leaderboard banner to a full screen vertical video, and every one of them had to carry the same idea.
The constraints shaped most of the decisions:
Headlines that had to survive at five words and still sound like a person
A category message (range anxiety) that is easy to make negative and hard to make warm
Brand rules around the green and the wordmark that were not negotiable
App Store screenshot dimensions and text limits that differ by device
A multi country audience, so imagery had to feel European rather than tied to one city
The campaign performance belongs to Allego's marketing team.
What I'd Do Differently
Next time, motion first. The moving banners and Reels are where the "do your thing" idea comes alive, and they deserved to lead rather than be adapted from the statics.
Three more things I would add:
A driver testimonial format, since "live human support" is best proven by a human
Country specific variants with local landmarks for the largest markets
A tighter App Store A/B plan, testing the benefit led sequence against a feature led one
What I Learned
The smallest banner sets the rules. If the idea survives in a leaderboard, it survives everywhere.
Sell the drive, not the charger. The product is the absence of a problem, and the creative should look like that.
App store screenshots are ads. They deserve the same idea and the same care as the campaign that sends people there.