Solarcity - Solar zahlt sich aus
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
With the Masterplan Solarcity, Berlin aims to increase the share of solar power in its energy mix to 25 % by 2050. The campaign raises awareness among individuals and businesses about solar energy and encourages the installation of PV systems on rooftops and balconies. Based on research highlighting gaps in knowledge about solar energy's benefits, the campaign “Solar Pays Off” targets diverse groups with four visuals showcasing real installations in Berlin. Using a 360° approach with OOH, social media, print, and online channels, it boosted website visits and PV applications, advancing Berlin's climate goals.
The Jury‘s Statement
The project "Solar Pays Off" impresses with its strategic approach to communicating the benefits of solar energy in a target-specific and relatable way. Through a clear multi-channel strategy and local context, the campaign creates a compelling link between societal importance and personal benefit. Particularly noteworthy is the thoughtful addressing of knowledge gaps, made tangible through real-life examples. This outstanding execution demonstrates how impactful communication not only supports but actively drives sustainable goals forward.
