GM ENERGY | ENERGY PASS MEDIA ASSETS
Energy Pass is GM’s connected public charging experience within the GM vehicle mobile app, bringing the essential steps of finding, charging and paying together in one place. The challenge was to introduce this updated experience to GM owners, communicate its practical benefits and encourage enrollment before their next public charging session.
I developed copy across paid search, Meta paid social and in-app display video units for PlugShare, tailoring messaging to each channel’s role in moving owners from discovery to enrollment. My work included Meta video, Stories, static ads and carousels, as well as search and display creative designed to reach drivers at relevant moments in their charging journey. Across channels, the messaging emphasized convenience, fewer steps and key benefits, including supported public charging networks, no subscription fee and Plug & Charge capabilities where available.
