Challenge

In an effort to make solar panels more accessible and affordable for medium income Victorians, in August 2018 the state government announced a new solar rebate program. To increase awareness and understanding of the program, the Department of Premier and Cabinet, and more specifically Solar Victoria, enlisted the expertise of Ellis Jones to run a compelling, creative and state-wide reaching campaign.

Response

The Solar Victoria campaign aims to increase awareness, educate consumers, and improve uptake of government rebates for installation of solar panels or solar hot-water. The campaign targets those Victorians who fall into the eligible bracket of middle income households.

As more and more solar clads Victorian rooftops, this campaign seeks to motivate individuals who have yet to go solar, to be part of the growing trend. At the heart of our creative concept is the average Victorian suburban or regional street, in the home of a multicultural family, who like us, use energy every day, and can benefit from Victoria’s new solar rebates to cut their energy costs.

This campaign uses animation to bring to life a street scape where solar is rapidly appearing on people’s roof tops. This unifying concept was able to be executed across varied channels. It culminated in the creation of multiple TVCs; digital pre-roll videos; out of home animated screens; radio, print and digital ads; web and UX improvements; a template for eDM content and seeded content.

This campaign was delivered in two weeks to meet the state government’s tight pre-caretaker period deadlines.

Outcomes

This campaign, in market for four weeks, applied social norming strategies across mainstream and digital media to double the number of people accessing the Solar Victoria website.