We worked closely with green financier, Brighte, to create a long-term brand platform and launch their first B2C product with a bang. The campaign sits across TV and digital, working hard to get more Australian homes reaping the environmental and financial benefits of solar.
As one of the fastest growing technology companies in Australia – securing $100 million in Series C funding – Brighte needed to revisit their own brand before moving into the direct-to-consumer space. We worked closely together to develop a long-term brand strategy and platform that would integrate both their current solar offer, and work hard for other sustainable products marketed in coming years.
In celebration of their finance products making them enablers of eco living, we introduced the new platform, Bringing sustainable home.
The next brief was to launch Brighte’s sustainable 0% solar loans direct to consumers, with a campaign that could break through the busy market. The work needed to not only celebrate solar power at home, but also the opportunity to get it straight away.
It was important for us to build trust in a world of greenwashing and avoid the ubiquitous cliches of the environmental space.
Our campaign bridges the gap between Australian homes and the bounties of the sun, just as Brighte does. In the TVC, we bring the sun home – encouraging the viewer to see it as their own personal power source, not beholden to electricity companies. In an attention grabbing juxtaposition, we explored the mind-blowing technology of solar, with the ease and simplicity of it in our everyday lives.
Powering the moment was the song, Brighte Here Brighte Now, strategically pushing the brand and offering, while building instant rapport with a new audience.
Our audience needed to feel the energy and excitement of solar, and there was only one song that could deliver. Thankfully, eco-minded Fatboy Slim backed the project, so we worked with Squeak E Clean to create our own adaptation, Brighte Here Brighte Now, strategically pushing the brand.
Being a relatively unknown, we used the much loved tune to help us build familiarity and rapport with a new audience, warm them to our instant solar message and get the brand name firmly stuck in people’s heads.