The campaign includes newspaper ads, search advertising, banner ads, and a traveling education trailer that will move from town to town throughout California. Sharp says the trailer won’t just be a sales pitch for Sharp products.
Sharp says that a survey it commissioned demonstrated that consumers are receptive to solar power, with eight out of ten Americans believing that homebuilders should offer solar power as an option for all new home construction. Two-thirds of those surveyed were willing to pay a premium for homes that have solar systems installed, when told that solar homes have a proven higher resale value, and one-half of respondents would spend up to 10 percent more for a solar-equipped house. But further research found that while interest was high, many consumers had very little understanding about solar electricity.
To that end, the campaign incorporates six “solar lessons” that will unlock their interest in solar through increased awareness and understanding. These six lessons are being rolled out in print and online mediums over a six month period that began in March.
There’s a good article on the campaign at the NY Times.