The campaign first catches the eye of people without solar panels, then invites them to have their critical questions answered.
Solar panels have already become a familiar sight in our streets: most people see their benefits: financially, practically and ecologically. But there is still a hard core that doesn’t believe in them yet… If a public authority like Provincie West-Vlaanderen (Province of West Flanders) wants to persuade this group, it needs to do so in a way that triggers people.
That’s why we introduced a new term: naked roofs. They’re not attractive roofs, on the contrary: they’re roofs without solar panels. And that’s exactly why they stand out. We want to show that a roof without solar panels feels as outdated as collecting air miles. With a big wink and no finger-pointing, we reveal that a house is truly complete only with solar panels.
In a multichannel campaign, the images of naked roofs are shielded for sensitive eyes: just like real nude images, they’re covered with pixels. These pixelated roofs form the heart of a three year long campaign that will run throughout West Flanders on media such as posters, leaflets, an extensive social media campaign, an online and TV spot, and radio ads, all the way to an article in the West Flemish Preus Magazine. The campaign stands out for its reach, unexpected angle, and recognisable local touch.
To target the entire province of West Flanders as effectively as possible, we adapted the message to every municipality in West Flanders with additional location-based social posts.
Not everyone is waiting for a technical explanation about solar panels, but many people still have questions. Anyone with critical or practical questions can visit central platform bedekjedak.be, where all the advantages of investing in solar panels are clearly laid out.
