Press release
- Integrated launch campaign for homeowners and small businesses
- Unified campaign platform “Better where it matters” for two SMA business units
- High-quality AI-based image production by The Goodwins
The Berlin-based creative agency The Goodwins provided comprehensive support for SMA Solar Technology AG in launching its new Energy Solution campaign for homeowners and small businesses—from strategic positioning and campaign development to the final rollout of all assets. The new solution for greater energy efficiency was officially unveiled at the SMA booth at this year’s Intersolar Europe in Munich, where the new campaign was showcased for the first time.
A Launch Strategy for Two Worlds
Für den Markteintritt der neuen SMA Energy Solution entwickelte The Goodwins eine mehrstufige Launch-Architektur – von der Pre-Announcement-Phase über den Messe-Launch bis hin zur laufenden Performance-Kommunikation. Eine Besonderheit: Die Kampagne adressiert zwei SMA-Geschäftsbereiche gleichzeitig – Eigenheim und Gewerbe. Mit dem einheitlichen Versprechen, dem Claim „Better where it matters“, tritt SMA an die Installationsunternehmen beider Geschäftsbereiche an.
100% AI-based approach – produced entirely in-house
Instead of a traditional photo shoot, the campaign relies on AI-based image production. SMA Solar Technology is currently testing the use of AI-generated images. The campaign was an ideal vehicle for this, especially since key product components were not yet in their final form at the time of campaign planning, while the timing and quality standards were high.
The Goodwins handled the entire creative and production process in-house—from concept development and prompt design to image selection. The result was over 30 high-quality visuals, some of which were large-format applications for trade shows. One Hundred Berlin handled the post-production of the images.
From Key Visual to Launch Video: Moving Images Created from AI-Generated Images
Using the new image library, The Goodwins developed a launch video that conveys the benefits of the new SMA Energy Solution in an emotionally engaging way. Moving image sequences were generated from the AI-generated images and edited into a master video, which is being used at events such as Launch Week, on the website, and across other channels.
In addition to the master film, short versions were created for trade shows and events, for use in performance settings, and adaptations into other languages. The launch film and the new visuals formed the centerpiece of SMA Home & Business’s presence at Intersolar and mark the starting point of the ongoing campaign activities.
Pre-Announcement: Teaser for New Solutions
For the pre-trade-show phase, The Goodwins developed a pre-announcement campaign. The centerpiece of the teaser phase was a series of additional AI-generated visuals produced in-house that visually hinted at the new solution without fully revealing the final product.
The teaser visuals were integrated across print ads, online banners, online magazines, email signatures, and social media, building anticipation early on among installers, partners, and end customers.
Content Ecosystem for European Markets
The campaign is designed for several European markets—with a focus on Germany as well as countries such as France, the Netherlands, Belgium, Italy, and Spain. The master assets were produced primarily in English and partly in German and will be adapted for the respective markets.
The new image library supports all channels: from trade show appearances and sales presentations to print brochures, social media ads, and banners. At the same time, The Goodwins is currently managing the performance campaign, which also uses the new visual style and is being rolled out gradually.
Liesbeth Hermans, Head of Global Marketing for the Home and Business Solutions Division, says: “The launch of our new energy solution was a complex undertaking. Never before had we brought so many interconnected components to market at once while simultaneously establishing a distinctive market position. The Goodwins helped us refine our strategy and develop a clear, compelling communication concept. Their support was crucial, and together we continue to implement this approach across all our channels and customer touchpoints.”
“What began as a pragmatic response to a tight schedule and products that weren’t yet finalized has once again confirmed our expertise in in-house AI production,” says Mirko Stolz, Managing Director Creative at The Goodwins. “With SMA, we were able to demonstrate that AI-driven image production at the highest level—including large-format trade show applications—can now be realized on a large scale and in a very short time. Furthermore, the campaign proves just how powerful a clear platform can be when it unites two seemingly separate worlds—residential and commercial—under one roof.”