360 Energy 'Smarter Solar'

A serendipitous meeting with one of the fathers in my son’s Under 9’s soccer team led to the development of a clever and unique new campaign for the solar energy industry. Doug Meldrum from 360 Energy wanted to completely revamp the marketing for what was one of Australia’s most innovative solar energy businesses. Given the size of the opportunity, I brought in my good friends Dino Bruni & Lachie Dunn at Halo advertising (who I was renting desk space from at the time). The strategy we created for Doug was simple. With 360 Energy you'll get 'Smarter Solar'. Some of the 'smart positioning' language we created for 360 Energy included: You'll get Smarter options, Smarter advice, Smarter solutions and Smarter partners. In a nutshell: “You’ll be Smarter”. Importantly, we needed this campaign to appeal to both consumers and small to medium sized businesses. They were already 'Smart' having solar panels, so we encouraged them to become even smarter by purchasing a battery storage system - hence the whole family becoming 'Albert Einsteins'. While we dreamed of shooting live action, the budget didn’t allow for it, but I was lucky enough to collaborate with the talented illustrator Ben Sanders. The result was the creation of our animated 'Einstein' family characters who starred in our 15, 30, 45 & 70 second videos, as well as across multiple press, direct mail and outdoor executions.

360 Energy 'Smarter Solar' 30 Second TVC that also appeared on Social Media channels and EDM's.

360 Energy 'Smarter Solar' 15 Second TVC that also appeared on Social Media channels and EDM's.

360 Energy 'Smarter Solar' 70 Second Video that appeared on Social Media channels and EDM's.

360 Energy 'Smarter Solar' 45 Second Video that also appeared on Social Media channels and EDM's.

360 Energy 'Come home to a smarter home' A4 double sided flyer.

Three different kinds of 360 Energy 'Come home to a smarter home' postcards were created for direct mail.
These postcards were placed in letterboxes of houses that already had solar panels on their roofs or if someone
in their street were getting a solar battery installed to go with their solar panels. This simple and cost effective piece of communication created a lot of sales for 360 Energy.

This targeted direct mail piece that we created 'Lost your solar feed-in tariffs?' was created for a test market in Newcastle, NSW (10,000 homes that already had solar panels). The 70 second video that we produced was
also sent to their homes via electronic direct mail. The campaign was so successful that 360 Energy couldn't
keep up with the demand from consumers to obtain a quote.

This was the first 360 Energy 'Come home to a smarter home' EDM that we sent to houses that already had solar panels on their roofs. Click through and uptake of taking a booking for a FREE Solar Smart assessment was 78%. This was also achieved by sending follow up EDM's (see examples below) to reinforce the Solar + Battery message is even smarter than just having solar panels only.

These follow up EDM's to reinforce the Solar + Battery message was reinforced with our video.
The click rate to play and watch the video was 94%.

This is the 'Lost your solar feed-in tariffs?' electronic direct mail that accompanied the direct mail
which was sent to the test market in Newcastle. The 70 second video had a click rate of about 81%.

The test market campaign 'Lost your solar feed-in tariffs?' was also executed on the back of buses in Newcastle. This creative was also carried out in Melbourne, Sydney and Brisbane.

Above and below are some various sized digital executions we created for the
'Come home to a smarter home' campaign for 360 Energy. This was the 300 x 250px execution.

This was the 728 x 90px execution for the 'Come home to a smarter home' campaign for 360 Energy.

This was the 300 x 600px execution for the 'Come home to a smarter home' campaign for 360 Energy.

This was the 160 x 600px execution for the 'Come home to a smarter home' campaign for 360 Energy.

Each 360 Energy installer had an A-Frame in their van. This double sided piece of communication
was used when they were in the street installing either a Tesla or BYD Solar battery.

A pull-up banner execution for the 'Come home to a smarter home' campaign.

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