As the market for clean, renewable energy has become more and more competitive, General Electric (GE), one of the world’s largest corporations and a leader in the industry, wanted to stand out. GE needed a way to communicate to their customers that their solar energy solutions weren’t only affordable and sustainable, but also dependable.
Mower was tasked to find a fresh perspective for the GE Solar brand. Mower’s strategic work began with a thorough competitive analysis, discovery with GE stakeholders representing a cross-section of departments and roles, and culminated with our Brand as Friend® workshop to identify opportunities and ideas on how the brand could be more of a friend to its target audience of large commercial building owners.
The campaign, “Put the sun to work for you,” utilized striking imagery and creative facets to demonstrate the power and dependability of the sun and what it can do for a business. The series of print ads featured no images of buildings with solar arrays, an approach that truly differentiated GE from the pack, and told the story of how their legacy of innovation and customer-centricity drives great benefits.
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