Quarry Integrated Communications - Toronto, Canada
Quarry helps Ontario go green
The challenge: Canadian Solar, a Quarry client, launches SunGarden™ solar power solution
This pilot campaign in the Kitchener-Waterloo and Guelph area ultimately had two main objectives: first, create awareness of Canadian Solar’s new SunGardenTM solar energy solution and the Ontario microFIT program and second, generate potential sales leads.
The strategy: A leading-edge lead nurturing campaign
Do Something Beautiful. This overall theme of the campaign spoke to consumers on two levels – a SunGarden solution can help consumers do something beautiful for the environment and for their financial future. A “Do Something Beautiful” contest generated substantial interest in both the product and the program.
The tactics: Intrigue and inform
As a brand-new brand for a highly engineered product, SunGardenTM (and the Do Something Beautiful contest) required careful attention across the journey from branding into buying. Quarry collaborated with Canadian Solar’s marketing team to develop promotional elements to build awareness, including radio, search engine (pay-per-click) marketing, direct mail and a contest microsite. We also provided relevant, motivating information through an online financial calculator and the SunGarden experience website (www.sungarden.ca), which was powered by an email-based, Eloqua-supported nurturing campaign that delivered event-triggered, relevant follow-up communications to lead prospects.
