Powering EV Journeys: BP Pulse’s Geo-Targeted DV360 Campaign

Reach The Right Customers

Personalized Demo

Client Overview

BP Pulse is BP’s electric vehicle (EV) charging network, providing fast and reliable charging stations across the UK, Germany, and Spain. With competition from Shell Recharge, Tesla Superchargers, and Ionity, BP Pulse differentiates with wide coverage, seamless app integration, and loyalty rewards that simplify the charging experience.

Campaign Objective (DV360-Only Focus)

Increase charger usage in metropolitan and highway corridors.
Boost mobile app downloads to improve station discovery and drive repeat usage.
Deliver hyper-local campaigns to EV drivers at the right place and time.

DV360 Strategy & Execution

Geo-Targeting Setup

Implemented 1–3 km radius targeting around high-traffic EV charging locations.
Prioritized metropolitan hubs (London, Berlin, Madrid) and strategic highways (M25, A9, AP-7).
Layered Google EV affinity segments and first-party CRM data to refine reach.

Platform Execution

Activated DV360 Display + YouTube campaigns for awareness and conversion synergy.
Applied frequency caps (3 impressions/day) to prevent oversaturation.
Secured premium, brand-safe placements across Google inventory and PMPs.

Creative Tactics

Display ads: localized CTAs - “Recharge at BP Pulse near Canary Wharf.”
YouTube bumpers: 6-second animated ads showing map pins + app download CTA.
Messaging focused on speed, convenience, and proximity.

Results & Impact (Hypothetical for Illustration)

Station Visits: +11% lift in targeted areas vs. control regions.
App Installs: 8,500 downloads within 6 weeks.
CTR: 0.55% - double industry average for energy campaigns.
CPM Efficiency: 15% lower compared to non-geo campaigns.

Why It Worked

Location Precision: Proximity-based targeting captured drivers already near BP Pulse chargers.
Channel Synergy: YouTube lifted awareness, while Display converted intent into installs.
Localized Messaging: City- and district-specific creatives improved engagement and CTR.

Takeaway

BP Pulse’s DV360 campaign proved that geo-targeted media can directly influence real-world behavior. By connecting with EV drivers in proximity to charging stations, the brand not only increased station usage but also accelerated app adoption - building long-term loyalty in a competitive market. This scalable framework can extend across Europe as EV adoption grows.