Borusan EnBW Şarj / 5

5 launched into a nascent market with an ambitious target: to become Turkey’s leading premium EV charging network. The challenge was building a brand and a go-to-market engine for a category that most Turkish consumers had never engaged with — while the underlying market (EV ownership) was itself still in its earliest stages.

The commercial architecture needed to do several things simultaneously: build brand awareness, drive user acquisition, grow session frequency, increase energy consumption per session — all while managing network economics that improve dramatically only at scale.

ADBA developed the brand identity, go-to-market strategy, and demand generation architecture for 5 — from brand positioning through to acquisition programs and performance marketing. The framework was built around the specific behaviors that drive charging network economics: new user acquisition, repeat session frequency, session energy consumption depth, and charger utilization. Each metric received a dedicated strategic program.