The US solar energy market has been on a steady rise over the past few years with some industry groups estimating growth at 70% year-over-year in residential solar installations. Buffalo, NY based renewable energy company Solar Liberty Energy Systems was looking to capitalize on the increasing demand in the residential solar energy market. They called on Abbey Mecca to help develop an advertising campaign to position the brand in Upstate New York and drive interest and inquiry.
A center piece of this effort was a television campaign and the development of commercials that could be used on broadcast and cable as well as online.
Our challenge was to creating a strategy to differentiating Solar Liberty from a growing field of competitors. Fortunately, the brand had strong attributes to call upon including being the largest solar installer in New York State and a high level of customer satisfaction. The Solar Liberty logo and corporate color scheme were vibrant and visually differentiating.
Consumer research indicated that most people knew about solar and the key driver of interest for category was lower energy costs. Further, people evaluated solar installers based on experience, reputation and price – in that order.
Our concept – show real customers with their solar panels and with their actual electric bill. Since the electric bill was too small to be effective in video, our creative strategy put their monthly energy cost on an oversized card that was featured in the commercial – in Solar Liberty green.
The in-house digital production team filmed each customer on location at their home and utilized our aerial imaging resource (AIR – ok, it’s a drone) to shoot select installations to showcase Solar Liberty residential systems in stunning HD 4K video. Post-production editing and graphics were also handled in-house which provided our client with quick turn around and easy revisions on the project.
Here’s the final version of the 30-second spot.
The spot aired in Q3 of 2015 on broadcast and cable stations in Buffalo and Rochester New York, and in a promoted post on facebook [12K+ reached | 11K paid | 1.2K organic | 10K views].