SMA Solar

The photovoltaic specialist SMA Solar Technology wants to convince even more homeowners and installation companies of its offer and is launching a campaign that will be used in both the B2B and B2C sectors.

The aim of the communication is to convey the benefits of clean solar energy. The lead agency, The Goodwins, focuses on solar energy as the key to combating climate change and shows the versatile SMA solutions for different household and energy needs. Under the motto "I love the Sun", the multilingual campaign will be played out in various countries around the world.

"The focus in the energy sector is increasingly turning to clean and sustainably produced energy. Political decarbonization targets, the desire for greater energy independence and increasing environmental and cost awareness among individuals are fortunately fuelling this development," says Mirko Stolz, Managing Director Creative and co-founder of The Goodwins. "Our goal was to create an emotional connection between SMA and its customers - homeowners and installers - and to show them the holistic benefits of SMA's energy solutions."

The motifs show joyful, everyday moments in life that emphasize the positive power of solar energy. The claim "I love the Sun" is supplemented with further advantages depending on the motif. The focus is particularly on the targeted communication of the technical superiority, broad applicability and efficiency of SMA products. Using a modular system, The Goodwins have developed various campaign assets that can be used to address both installers and end customers. Derick Mueller and the team from The Suits are responsible for the production of the photo and film.

The campaign is aimed at installers and homeowners in the key markets of Germany, Austria, Switzerland, Benelux, Italy, Spain, Australia and the USA. The Goodwins has been supporting SMA as a strategy and creative agency in international product communication in the residential, commercial and power plant segments since the end of 2021. The current appearance is The Goodwins' first major communicative impact for the client.

SMA, based in Niestetal, Hesse, was founded in 1981 and is one of the leading specialists for photovoltaic system technology with around 3,000 employees in 18 countries. The Berlin agency supports the Group in its transformation from a pure B2B company to a global player that engages in advertising dialog with both professionals and end customers.