Allstar
Allstar – Chargepass Q1 Campaign
Expertise.
- B2B lead gen campaigns
- Financial services marketing
- Design
- Performance-led email
- Brand-led creative direction
- Data-driven optimisation
The challenge
Allstar Chargepass is the UK’s leading fleet payment solution combining fuel, public charging and home charging on one card.
For Q1, the objective was to generate warm new acquisition leads ahead of a larger ATL burst later in the year. The campaign needed to appeal to two distinct audiences: those with a fuel-first need and those with an EV-first need.
Operating in a competitive financial services landscape dominated by major fuel brands, Allstar’s strength lay in its scale and simplicity:
- Save up to 8p per liter at Discount Diesel sites
- 90% UK fuel site coverage
- 59,000 EV chargers
- HMRC-compliant consolidated invoicing
The challenge was to cut through with a proposition that felt commercially urgent, while remaining credible and compliant.
Idea
We built the campaign around a single unifying theme: SAVE.
Allstar’s three core benefits share one outcome. They all save something:
- Save money at the pump
- Save time through nationwide coverage
- Save admin hassle through simplified invoicing
The visual system used bold yellow as the hero colour with black iconography, creating high-contrast digital formats.
The three-part email journey followed a structured performance sequence:
Email 1 – Lead with savings
Email 2 – Reinforce control and profitability
Email 3 – Create urgency and drive action
Subject lines were A/B tested between benefit-led and price-led messaging to optimise conversion.
The Chargepass campaign delivered measurable performance uplift.
- 11.25% conversion rate
- Outperformed previous campaigns
- Email-to-lead CVR above industry average
- Established a new internal benchmark
By leading with clear, tangible savings and structuring messaging around urgency and simplicity, the campaign materially improved lead acquisition in a competitive financial services category.
More than short-term results, the campaign created a repeatable testing framework that now informs future optimisation across Allstar’s digital activity.
