Lightforce Solar is on a mission. Of all OECD countries, New Zealand has the least rooftops utilising solar - the cheapest way to generate power.
The challenge: make Lightforce Solar the obvious choice.
The opportunity was clear - while the market was focused on product, panels and promos, no-one was owning the category and pointing out what a no-brainer it was. We also needed fame, fast. So we pointed out the obvious benefits with three less than obvious brand ambassadors - All Blacks brothers, Beauden, Scott and their Dad, Kevin.
The result was a new brand platform ‘The Future is Obvious™.’ The campaign points out that the solution to high power prices, power resilience and renewable energy has been right above us all along – the sun.
From a media point of view, the strategy was to maximise the visibility of Beauden and Scott to to leverage their star power. Placements were prioritised across high visibility outdoor sites, video, radio and social, and timed to coincide with Super Rugby games and All Black Test matches, with localised executions for Scott Barrett’s hometown in Canterbury.
Simple. Logical. Very Kiwi. The campaign has only begun, with much more to come.
