Sungevity Solar-Powered Popsicles
About the project
The Rolling Rooftop Revolution.
We helped our client, Sungevity, introduce its residential solar energy offering to the East Coast. We distilled the offering and created a simple, unexpected interaction between brand and audience with a clear message: refreshing a summering east coast with a solar-powered biodiesel popsicle truck.
The truck toured for 7 weeks visiting 5 states, 37 cities and 60 events resulting in 20,000 high touch interactions. Additionally the campaign garnered over 42 unique media placements and over 49,000,000 earned media impressions.
Services Provided
- Brand Strategy
- Campaign Management
- Creative Direction
- Mobile Installation
- Social Media
- Video Production
Local brand enthusiasts and customers were recruited and encouraged to host Sungevity Block Parties, inviting their neighbors to a free popsicle party to discuss the benefits of the Sungevity solution. We also built an interactive map on Facebook so that remote consumers could follow and engage in the experience online. The campaign had massive digital impact resulting in a 61% sales lead generation increase on the East Coast, 50mm PR impressions and hundreds of social mentions.
An important piece of the Sungevity campaign was the overall design direction. How can we tell a powerful story of solar, renewable energy, and cost effectiveness without overwhelming the consumer? We created a popsicle truck laden with powerful info graphics in partnership with renowned designer Kelli Anderson; from afar, these looked like different popsicle flavors, but upon closer inspection consumers realized that it was an info graphic, which served as a powerful storytelling mechanism for the campaign.
Clever premiums to be handed out at events were also critical for consumer engagement – Manifold produced 30,000 handouts printed on seeded paper with soy inks, as well as solar powered grasshoppers to entertain the children of customers were were occupied with signing up for a free solar quote.