Green Marketing Case Study: SolarShield

SolarShield is a company that distributes and installs protective film for windows. Their window film significantly cuts down on damaging UV rays entering your home via your windows. Especially here in the west where sunshine is much stronger than in other parts of the country, the infiltration of powerful sunshine can harm and fade furniture, fabrics, rugs and even works of art till they are literally old before their time. Once again, education was branding job #1.

 

Often many of us do not realize how how much fading and discoloration takes place till we move a painting or a pillow and see how much damage and discoloration the sun has done. Knowing that most of us don’t think about protecting our possessions in that way, we set out to create a branding line that would both educate and communicate the importance of SolarShield Window Film in a way that was graphic, quick to get and easy to understand.

 

That line was “The Ultimate Protection For The Things You Love”.  On top of that solid foundation, we began to have fun to make the communication captivating as well as instantaneous.

 

Our ads read:

 

“Don’t Fry Your Furniture.” 

 

“Don’t Roast Your Rugs.”

 

“Don’t Bleach Your Seats.”

 

“Don’t Punish Your Paintings.”

 

“Don’t Abuse Your Art.” 

 

“Don’t Singe Your Sofa.”

 

When it came to communicating the energy benefits, our ads read:

 

“Make Your Cooler, Cooler.”

 

“Give Your Air Conditioner A Vacation.”

 

“Don’t Exhaust Your Fans.”

 

“Make 80 feel like 72.”

 

All those lines — quick, funny and to the point.  

 

At MOM, we love a challenge. And we always challenge ourselves to entertain and educate at the same time. When you start out knowing that you have to sell the benefits first, your communication isn’t just about what you do, but what you do for your customer. When you speak in the language of your consumers, hear what they are saying, respect their needs and solve their problems, you’re creating relationships and trust, not just customers – and that’s the best of what effective branding should strive to do.