PNM EV Program

ALBUQUERQUE, NEW MEXICO

PNM

EV PROGRAM

PNM is powering the road to electrification. To accelerate EV adoption and remove barriers for customers, IDLab partnered with PNM to launch a multi-channel campaign that educated, engaged, and inspired action. From dealership activations and in-store materials to digital ads, email, and a dedicated landing page, the program built confidence in EV ownership and positioned PNM as a trusted guide on the journey to cleaner transportation.

BUSINESS CHALLENGE

PNM set out to accelerate EV adoption by breaking down barriers like charging confusion, limited home access, and installation uncertainty. Through education, incentives, and clear guidance, the utility aimed to create a simple path to electrification while building trust as a partner in the EV journey.

MARKETING CHALLENGE

The marketing challenge was to boost EV awareness and engagement, build consumer confidence, and drive measurable action across digital and in-person channels — all while staying within budget.

SOLUTION

ID Lab partnered with PNM to design and execute a comprehensive, multi-channel strategy to reduce EV adoption barriers. The campaign included:

Content & Creative Development. Designed in-store materials (POS, one-sheets, sales presentations, clings) and digital creative for email, paid search, social media, and display.
Paid & Organic Media Activation. Deployed targeted PPC campaigns, carousel ads, and refreshed creative to drive clicks and engagement while minimizing ad fatigue.
Email Campaigns. Delivered educational messaging around EV readiness and electrification benefits, achieving strong open and engagement rates.
Landing Page Development. Built a new digital destination (257.co) targeting reconciled customer lists, ensuring accuracy and precision in outreach.
Dealer & Community Engagement. Supported customer education directly at dealerships and through print materials, meeting customers where EV purchase decisions happen.

Creative

Email, social media, POS

Paid & Organic

Email

Design & Implementation

Web

Landing Pages

Engagement

Dealer & customer education

44%

Email open rate

1.26%

Engagement rate

3X

Monthly paid engagements

52%

Carousel social ads delivered the highest efficiency and click performance

RESULTS

EV Momentum in Action

Early results show strong engagement across channels: emails opened by 44% of recipients, 1.26% conversion activity through clicks and form submissions, carousel social ads driving top performance, and 803 interactions via dealership and print activations.

LISTEN

Streaming Ad

PNM makes EV ownership easier. From charging savings to everyday confidence, our campaign helped customers see the road to cleaner transportation.