Communicating the benefits of in-roof solar
Process
Strategy workshop
Messaging framework
Campaign strategy
PR strategy
Creative concept
Asset design
Content production
Animation and video production
Campaign execution
The Challenge
BMI Group asked us to introduce its Redland PV InDaX Adapt to an audience that knows roofing inside-out, but is less familiar and comfortable with solar.
Many saw in-roof solar as a complex new category, with concerns about standards, warranties and installation times.
Our job was to present in-roof solar as a logical and desirable element of a modern roof, not an eccentric bolt-on. We needed to make the benefits objectively appealing, and to guide users from piqued interest through to a project-ready design.
Inside BMI, meanwhile, salespeople were experts in roofing systems, but newer to solar selling. To align sales with marketing, they needed to be comfortable with solar being part of their day-to-day conversations.
The Response
The creative team developed ‘Make Light Work’ as the central EPIC idea, then built a head-turning campaign around it.
Ads, trade media and email drove audiences to the handy PV Configurator tool, supported by an engaging landing page and short animations that provided an accessible overview of the system.
Alongside this external push, we armed BMI’s sales team with a playbook, merchant POS and a CPD webinar, ensuring the same straightforward story was being delivered consistently, across sales and marketing alike.
