Origin Energy: EV POwer UP Page & E-mail Campaign

Origin Energy’s new product, ‘EV Power Up,’ is a smart charging service for your electric vehicle.

EV Power Up monitors the electricity grid to ensure that your EV charges are at the most wallet-friendly times. Allowing you access to the cheapest EV charge rate in Australia. The service is open to all Origin electric customers with a Tesla EV and runs through the Origin App. All you need to do is leave your EV plugged in, and the app and Power Up will take care of the rest.

Power Up was an exciting product to work on; I worked primarily on the e-mail campaign that would launch the Power Up beta and then the full service, as well as the main Power Up webpage and explanation video. Below is the Main Power Up site & explanation video, as well as examples from the expansive and in-depth e-mail campaign, along with an explanation of the campaign itself.


Best to familiraise yourself with EV Power Up before continuing. Here is a video with the accompanying copy transcript below

[Transcript]

Origin EV Power Up

Want to charge your EV for less than the cost of a latte?

Origin EV Power Up is the new way to ensure your EV is charged by a time that’s right for you, all for less than $5.

With Australia’s adoption of EV’s going full steam ahead, 3 million EV’s are projected to be on the road by 2030. And for households who power their vehicle at home, this could see their energy consumption increase by up to 40%.

That’s why it pays to be an Origin customer. Origin EV Power Up is the latest game changing technology. You can fully charge a Tesla Model Y for less than $5.

Wanna know how? Origin EV Power Up works by finding the best times to charge your EV trying to avoid peak times, while saving you money, and helping the energy grid, too. That might mean we charge your car during the day when there’s more solar in the grid, or overnight when demand is lower.

All you need to do is plug in your EV, use the Origin app to select the time of day you want your EV ready by, and we’ll take care of the rest.

Find out more today at originenergy.com.au or search Origin EV Power Up.

Power up with Origin.

https://www.originenergy.com.au/origin-loop/electric-vehicle-charging/ev-power-up

Power Up E-mail Campaign

To launch the new Power Up service, I wrote a multi-tiered EDM campaign targeting different audiences at different stages of their consumer journey.

Starting out by targeting all origin electric customers with an onboarding EDM and then becoming more and more specific depending on the reaction of the audience.

Origin customers were split into 6 segments across two time periods: the mid-year launch from which 200 beta testers were to be selected. And a New Year reminder for all Origin electric customers with a Tesla EV vehicle.

The content of the e-mail was simple. Introduce Power Up as a service, explain how it's used and how it can save the audience time and money. But simple isn't always as simple as it appears. Explaining Power Up and how it is used in a brief explanation proved quite challenging because it is a new service, and if used incorrectly, the potential user would get no benefit. But the creative freedom given in creating, particularly the subject lines, preview lines and headlines, was very fun.

The copy would be followed by inserts/graphics as in the opening e-mail & selection e-mail.

The segments were as follows:

  • 1A: Onboarding e-mail (Mid-year)

  • 2A: Audience who read the e-mail filled in the form and left without submitting it

  • 2B: Audience who read the e-mail and didn't fill in the form

  • 2C: Audience who didn't read or open the e-mail or fill in the form

  • FS: Final selection e-mail (for the Beta) 200 lucky sign-ups were selected to be a part of the first EV self-charging system in Australia.

The content of the e-mail was simple. Introduce Power Up as a service, explain how it's used and how it can save the audience time and money. But simple isn't always as simple as it appears. Explaining Power Up and how it is used in a brief explanation proved quite challenging because it is a new service, and if used incorrectly, the potential user would get no benefit. But the creative freedom given in creating, particularly the subject lines, preview lines and headlines, was very fun.

The copy would be followed by inserts/graphics as in the opening e-mail & selection e-mail.

1A: Onboarding E-mail (Mid-year)

Subject line: Don't miss out, you could save up to $452* a year on Tesla EV charging
Preview line: Origin EV Power Up is waiting for you

2A: Audience who read the onboarding e-mail filled in the form and left without submitting it

Subject line : Santa's secret? Australia’s cheapest EV charge
Preview line: Join the nice list

2B: Audience who read the onboarding e-mail and didn't fill in the form

Subject line: You left your gift under the tree
Preview line: Open before it's too late

2C: Audience who Didn't read or open the onboarding e-mail or fill in the form

Subject line: Power your EV with Christmas cheer...and renewables 
Preview line: There's a $5 EV charge waiting

Final Beta selection e-mail

Subject line:  Congratulations! You’ve been selected to Power Up!
Preview Line: Start smart charging today

NEW YEAR E-MAILS

Based on the reaction to the initial Christmas campaign and beta launch, new audience segments were created for the New Year follow-up e-mails.

The beta is now over, and the system is available for all Origin electric customers with a Tesla vehicle.

  • 3A: Audience who read the Christmas e-mail filled in the form and left without submitting it

  • 3B: Audience who read the Christmas e-mail and didn't fill in the form

  • 3C: Audience who didn't read or open the Christmas e-mail or the reminder e-mail or fill in the form

3A: Audience who read the Christmas e-mail filled in the form and left without submitting it

Subject Line: New Year, New Savings: Origin EV Power UP
Preview Line: The fastest EV charge of 2024

3B: Audience who read the Christmas e-mail and didn't fill in the form

Subject line: New Year, new way to charge
Preview Line: Don't miss your second chance for a smarter EV charge

3C: Audience who didn't read or open the Christmas e-mail or the reminder e-mail or fill in the form

Subject Line: New Year, New Opportunity: $5 EV charging
Preview Line: Your second chance for smarter, cheaper charging