Sungevity Event Marketing

Challenge: Use the Solar International Conference 2008 to create a compelling, buzz-generating campaign that raises awareness of Sungevity as a force in the solar industry. Work with the fact that Sungevity’s reach is limited to Northern California, but that awareness is important as the company prepares its offering for a national launch.

Solution: Draw event participants’ attention on simplifying the convoluted application process for state grants and subsidies for solar energy solutions. Make it clear that Sungevity is promoting a solution, and is a name to remember in the solar industry.

Production Notes: Using a contortionist placed in strategic locations at the event, crowds are drawn in and entertained while being asked to join in and lobby the state for simplification – in this case pushing for electronic signatures on grant and subsidy applications. Contortionists hand out cards between acts, asking audiences to log in at www.sungevity.e-sigs.com, where they can electronically sign the appropriate petition. Attendees can also use their mobile phones to text the keyword "esignature" to digitally sign the petition to make solar simpler. The Sungevity name is well publicized as a helpful force in the industry, without any specific offering, and setting the stage for future communication. In addition, the Web site is used to collect important data for research and marketing insight, and petitioners are asked if they are willing to receive information from Sungevity in the future.

Below: The contortionists practice outside the San Diego Convention Center, filmed by Random TV’s cameraman.