Sunny Buddies
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
The solar market is under pressure - which makes effective advertising measures all the more important. With the "Sunny Buddies" campaign, we want to raise awareness of solar energy and position SMA as a driving force behind the energy transition. To achieve this, we rely on partnerships. We are targeting installation companies and commercial multipliers to jointly promote photovoltaics. With the claim "Sunny Buddies are made in winter", we suggest to potential buyers that winter is the perfect time to invest in the future. Those who act now will benefit from the first rays of sunshine in the spring.
The Jury‘s Statement
SMA, a leading company in the renewable energy sector, has created an impressive example of strategic brand communication with the "Sunny Buddies" campaign. With minimal budget and no external support, the campaign successfully fostered a strong sense of community and highlighted the importance of photovoltaics. The combination of creative social media formats, trend-based storytelling, and active employee involvement demonstrates how impactful brand work can thrive even under challenging conditions. This project stands out for its clear focus, effective targeting of diverse audiences, and consistent execution with lasting impact.
