MUSE Gold

2022

Solar Squabble

Entrant Company

Mnemonic Agency

Category

Video - TV Ad Campaign

Client's Name

Energy Concepts

Country / Region

United States

Building on its first creative campaign with Mnemonic, Energy Concepts again utilized the comedy and structure of a familiar game show to emphasize the "luck" consumers often need to work with their competitors in California's Central Valley. Under the business model of most solar companies, consumers could expect poor designs, a frustrating process from money hungry sales teams, and an overall unfair and frustrating experience. Energy Concepts offers a simple and prestige solution to homeowners' solar needs with their years of experience and in-house team of expert techs who can take care of their every need. This second campaign used a different game show as the vehicle to show off competitor shortcomings, while also featuring a new set of homeowners to reach demographics that were not directly targeted within the first campaign. The campaign's messaging still used the same comedic tones but emphasize risks from competitor solar companies that wasn't called out in the first campaign. The result was a creative campaign that increased the brand familiarity from the first campaign while also expanding on each benefit for Energy Concepts (and each failure of their competitor) in a way that Central Valley consumers won't soon forget.

Credits

Creative Director, Mnemonic Agency
Ben Kilgust
Creative Director, Mnemonic Agency
Laura Hillen
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