“Rooftop Revolution” Campaign Builds on Company’s Momentum and Brings Online Sunshine Brand to Life
Sungevity, announced energy independence and savings to Northeast homeowners by launching Sungevity’s residential solar leasing solution in five new states: New York, New Jersey, Maryland, Massachusetts and Delaware. Sungevity also is bringing to Northeast consumers the “Rooftop Revolution,” a new campaign that hits all five states from July 26 – September 4, 2011.
The campaign – anchored in a bio-diesel, solar-powered ice pop truck – brings Sungevity’s unique brand of online sunshine to life by directly engaging consumers at music festivals, farmers markets, minor league baseball games and other fun, summer events with free, all natural ice pops that symbolize solar energy as the refreshing alternative to fossil fuel. Quarters on Sungevity-branded seeded paper also will be distributed to symbolize the cost savings homeowners’ typically experience through the company’s $0 down solar lease.
To round out the “cool down for zero down brand experience” Sungevity’s solar-powered ice-pop truck features specially installed iPads that will introduce consumers to the company’s innovative iQuote process, the solar industry’s easiest and most efficient process for going solar. The “Rooftop Revolution” campaign includes a strong mix of supporting media in a concerted effort to raise awareness about the benefits of solar energy and to generate buzz around the Sungevity brand. Sungevity also is partnering with The Solar Foundation, a nonprofit group working to demonstrate the global benefits of solar energy through research and education. Sungevity will donate $1 to The Solar Foundation for every “like” posted to the “Rooftop Revolution” Facebook page (facebook.com/Sungevity) for the duration of the campaign.
“Sungevity’s ‘Rooftop Revolution’ is a true first in the solar industry and drives directly to what we believe – that going solar is a lifestyle choice that makes dollars and sense,” said Patrick Crane, Chief Marketing Officer, Sungevity. “We introduced the most innovative and efficient process to go solar with our online iQuote process, shattered the price barrier of adoption with our solar lease, and recently forged a major partnership with Lowe’s, the world’s second largest home improvement retailer. Now, with our ‘Rooftop Revolution’ campaign, we are taking the leadership position in breaking through the last major barrier to adoption – raising awareness around the ease, accessibility and most of all, the affordability of solar energy.”
New findings in a telephone survey of 1,012 U.S. adults conducted by Harris Interactive, commissioned by Sungevity, show that the time for solar is now. According to the findings, just over seven out of ten U.S. adults (71 percent) are overwhelmed by rising energy costs and that number is higher in the Northeast (78 percent). In fact, Northeasterners are more likely than Westerners  in the U.S. to say they feel overwhelmed by rising energy costs (78 percent vs. 66 percent, respectively). Furthermore, about three in four U.S. adults (74 percent) agree solar power should be the residential energy source of the future, but findings also show a lack of awareness in solar power availability. Only about one in four U.S. adults (27 percent) are aware that homeowners can lease residential solar power systems instead of buying solar panels and nearly half of U.S. adults (45 percent) believe residential solar is only practical in primarily sunny areas, a common misconception. Despite this, nearly half of U.S. adults (48 percent) believe incorporating solar power systems is a practical option for most residential homeowners, and 33 percent of U.S. adults are at least somewhat likely to consider installing solar power for their home within the next five years. In fact, the findings show that nearly 9.4 million Americans (4 percent of U.S. adults) say they will definitely consider installing solar power for their home within the next five years.
Sungevity introduced its proprietary iQuote process in 2008 as an easy, efficient means to residential solar adoption. The company experienced rapid growth after launching its $0 down solar lease option in 2010 – Sungevity’s solar installations grew ten-fold from 2010 to 2011. In the first quarter of 2011, Sungevity hired three key C-level executives – Mac Irvin, Chief Financial Officer, Paul Stroube, Chief Information Officer and social media expert and former head of marketing at LinkedIn, Patrick Crane as Chief marketing Officer. In May of 2011, Sungevity and Lowe’s forged a significant partnership that set the stage for the mass adoption of residential solar. Sungevity is now in a hyper-growth phase and will hire approximately 200 new employees by the end of 2011, doubling its current headcount. The “Rooftop Revolution” is the first major campaign for the company and marks a significant step for the industry as a whole in heightening awareness around solar energy.
“The Solar Foundation is very excited about partnering with Sungevity on their ‘Rooftop Revolution’ campaign,” said Andrea Luecke, Executive Director, The Solar Foundation. “The time has come to heighten awareness around the benefits of solar energy, not only for the sake of the environment, but also for its direct impact on the economy through the creation of new, well-paying jobs.”
The first phase of the “Rooftop Revolution” commenced on July 1 with a brand takeover of Amtrak’s Acela high-speed rail that runs through each of the Sungevity five new Northeast markets. As part of the brand takeover, Sungevity purchased all advertising elements on the entire Acela fleet, including the train’s popular wi-fi Internet service. Sungevity’s brand takeover of the Acela will run through July 31, 2011.