Power up your city.
One swap at a time.
A multi-audience launch campaign for TIER Mobility’s Energy Network — targeting both riders (B2C) and city partners (B2B) across Europe.
The TIER Energy Network is a first-of-its-kind battery-swapping initiative that lets riders exchange e-scooter batteries for free minutes, while supporting local businesses and helping cities build greener infrastructure.
As lead copywriter and creative strategist, I helped launch this campaign across B2C and B2B channels, developing content that introduced a new kind of mobility to riders, partners, and policymakers alike.
From in-app prompts and OOH posters to influencer campaigns and city-focused landing pages, I translated a technical, unfamiliar concept into a story that was clear, fun, and future-forward. My role included:
– Messaging strategy across B2C + B2B
– Copywriting across in-app, web, social, paid media, and OOH
– Video scriptwriting
– Stakeholder alignment across brand, product, and local markets
👉 View rider-facing experience (B2C)
👉 View city-facing page (B2B)
👉 View blog article (B2B/Investors)
For Riders (B2C)
Swap batteries for free rides.
It’s easy, fun and done in a flash.
Take a look at some of the campaign touch points below.
If you thought riding through your city on an e-scooter couldn't get better, think again. Our new, world-class e-scooters are each equipped with a removable battery that can easily be exchanged (for free minutes) at SwapSpots all around the city. Depending on your city, a SwapSpot might also be your favourite convenience store just down the street, your city's supermarkets or perhaps even your local burger chain.
Each SwapSpot is part of our Energy Network, a revolutionary idea that links citizens and stores to create an electrified city. By integrating this new kind of swappable battery technology, we are building a Europe-wide charging network that allows users and partners to play an active role in adopting climate-neutral travel and building better cities. Swapping an old battery for a new one is super easy, done in a flash, and you'll get free minutes every time you do. There's also no limit, meaning the more you swap, the more free minutes you'll get.
So…want some easy free minutes?
Watch the video below and follow the instructions to get started.
Pretty cool, right?
Have a look at the content that brought the TIER Energy Network to life across social, in-app, OOH, and more.
Paid Ad. Click to see on YouTube
Blog article on how it all began. Click to read
Poster inside supermarkets
One of many LinkedIn T.E.N. launch post. Click to view full post
Poster outside supermarkets
LinkedIn Post
One of many in-app notifications
IG teaser story with influencer, @findingmelissa. Click to see recap video
For Cities & Policymakers (B2B)
As the leading European micro-mobility provider, TIER has constantly pushed the boundaries in reshaping our cities to offer more than just the ease and convenience of e-mobility. We strive to continuously pioneer the development of urban transport, and to innovate new technologies to move our cities forward.
We are proud and excited to introduce the TIER Energy Network; a new development that will change mobility for good. The TIER Energy Network is a revolutionary idea that links citizens and stores to create an electrified city. Users can now easily swap depleted vehicle batteries for charged ones at a network of charging stations hosted by local businesses such as cafes and convenience stores.
By integrating this new kind of swappable battery technology, we are building a Europe-wide charging network that allows users and partners to play an active role in adopting climate-neutral travel and building better cities.
We plan to roll-out this technology across all of our operations by the end of 2021, and It is our vision that in time our charging network will not just service e-scooters, but other vehicles too.
Our revolutionary user-swappable battery and PowerBox
The e-scooter contains a revolutionary user-swappable battery that can be exchanged (if they run low on charge) at charging stations (PowerBox) positioned around the city. The process is quick and easy. Users will be rewarded with a free unlock and 15 minutes ride every time they swap an old battery for a charged one at a SwapSpot. E-scooters with swappable batteries will be highlighted with a power icon on the map in the TIER app.
SwapSpots
Our PowerBoxes will be placed inside convenience stores, cafés and other partner locations which are called SwapSpots. The charging stations are fully-automated and require no store staff oversight while plug-and-play from the mains power requires no installation. It is free of charge for partners, with TIER also paying for the electricity it uses. Hosting a PowerBox enables partners to attract new customer visits and increase sales, while reducing their carbon footprint of customer travel, helping them reach their own climate goals.
Powering up Finland
Our Energy Network and new TIER FOUR e-scooters are currently live in Tampere, Finland. A 1000-strong fleet supported by a network of 50 charging stations across the city are giving riders free rides and bringing more customers into stores.
Vision realized
The new e-scooter model will be set up across all European countries in which TIER operates, allowing millions of riders to earn free rides and thousands of SwapSpots to gain more customers. This Pan-European charging network will change mobility tomorrow, forever, for good. The model will also contribute to more sustainable cities, benefiting society and further reducing our effects on the environment.
