Objective To highlight the risk and hassles involved with poor-quality solar installations.
To highlight the long-term benefits of investing in SolarSquare’s solar solutions and installations.
To differentiate SolarSquare’s offerings- Safety, Savings Guarantee and After-Sales Maintenance with competitors in the market
To educate and generate leads/prospects for growth
PositioningIn India, only recently homeowners are taking their first steps towards investing in Solar Energy, often without a clear understanding about Solar Installations, maintainance and energy generation. SolarSquare positioned itself as the smarter choice amongst the plethora of unreliable options bu reiterating its three USPs: safe solar structures, top-notch after-sales service and guaranteed savings.
The broader aim of the campaign was also to educate the future prospective customers on critical factors they need to consider while making solar investments. All in all, it is also about creating awareness about Solar options in India.
The target audience for the campaign was homeowners in the age bracket of 40-60 years especially in smaller towns where families have homes with rooftops unlike in the metros.
Since our ICP(Ideal Customer Profile) happened to be a little older, we wrote our ads taking inspiration from the kind of TV advertising of the 90s, essentially blending blending humor with a small-town charm.
As a result, we not only educated first-time customers on stuff to consider while transitioning to Solar but also evoked a sense of belonging to the brand, SolarSquare.
