Solar marketing | The financial express

SpaceX’s headquarters in Hawthorne, Calif., has a giant X on Google Maps. The view of the solar panels atop the building seems like a sight to behold with the larger-than-life letter X as the trademark on the roof of Elon Musk’s advanced rocket and spacecraft company founded in 2002 .

Similarly, the Walt Disney World solar installation has a huge Mickey Mouse shape at Epcot Center Drive in Orlando. This 22-acre, Mickey-shaped solar farm supplies clean energy to its parks and resorts with more than 48,000 solar panels to produce approximately 5 megawatts of electricity, which is equivalent to 1,000 residential solar systems on the roof. An additional 500 megawatts of solar power in Florida would be added by 2024 to support Walt Disney World Resort, Four Seasons Resort and Hotel Plaza Boulevard.

Many brands use the idea to market their products or just for regular branding. The use of solar panels is analyzed as a business advantage as it is another branding and advertising tool. And something like that not only has brand recall or brand equity, but also has a wow factor associated with it.

For example, retailer Target’s distribution center in Phoenix has a huge solar panel designed in the shape of the target-shaped logo. The solar panel display is huge and spans the distance of seven football fields. It’s a sight to watch from the sky or from nearby Phoenix Sky Harbor International Airport.

Advertising on solar panels can be used to address several types of audiences: people working in commercial high-rise buildings or financially affluent residents of a high-rise building, for example. As most outdoor media are viewed either at eye level or upwards, this type of advertising is the only one where an advertisement can be viewed downward – and therefore present a unique proposition for advertisers. and a creative avenue for advertising professionals. , explains Krishna Iyer, director – marketing, Mullenlowe Lintas Group. “Hello to all our readers in high office”, a message atop double-decker buses passing through London’s financial districts remains one of the iconic examples of contextual advertising. In an effort to target potential readers of The Economist, it was an effective case of moving media. Solar panels mounted on top of buildings surrounded by skyscrapers can hold the promise of an up-and-coming medium. Over the years, as we move towards a more sustainable future with the growth in the number of solar panel installations, we hope brands will naturally embrace this medium and we may see creations designed specifically for the medium, and not just adapt,” says Iyer.

The adoption of solar panels has increased significantly in India as well as globally. Given the huge square footage covered by solar panels, it’s natural to consider other uses for the unmarked surface it provides. “If solar energy providers could find an optimal way to print advertisements on their panels, it would provide several opportunities for rural and even urban advertising. A good choice for such advertising would be brands whose core philosophy aligns with green energy.

For example, copy-driven campaigns for a US-based frozen vegetable brand like Green Giant might read: “Green Giant stands for green energy” or shoe brand TOMS might advertise saying ” the environment matters” in keeping with their slogan “start something that matters”. says Aayush Bansal, co-founder and director of BlackCab, a premium digital marketing agency that works in industries including music and entertainment, D2C retail, lifestyle and consumer goods. , personal brand and sport.

From a retail perspective, solar panels can be used in hyper local marketing, which could be great from an eco-positioning perspective. “Many solar farms are seen around the world in massive quantities, which becomes a huge canvas generating opportunities for brands to implement large-scale publicity. However, impressions would solely depend on whether the farms are in flight line and line of sight for the majority of top tier flight routes. This would mostly be relegated to shock value marketing and recall would be minimal after the early examples. Therefore, the overall impact would be different from case to case, but it is a place worth exploring,” adds Bansal.

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