Know your Battery campaign
- Ellis Jones
- Future Energy Skills
To meet anticipated demand for solar battery storage and address safety concerns about solar battery installation, Future Energy Skills (FES) led a Victorian Government funded industry consortia to develop and pilot new, accredited training for electricians to design and install solar battery storage systems.
We developed and implement a comprehensive impact measurement process to enable stakeholders to communicate the outcomes of the 2-year project on solar battery uptake, safety and consumer awareness
We developed a brand identity and consumer campaign to increase consumer awareness of accredited tradespeople, as well as generate industry awareness of the new skills training and qualification.
Typography and photography were the two anchors of the aesthetic approach to the design of the campaign identity. ITC Machine provided the sheer bulk with a tech edge that was needed to counterbalance formal portraiture of solar electricians. For the image making, we collaborated with photographer Gary Gross, who has a solid history photographing industrial and manufacturing contexts.
For digital executions, the ‘movement’ of typography, and application of scale/repetition in relation to photography were hallmarks that ‘tied’ various formats and platforms together.
The branded, behaviour change campaign is driving engagement with digital apps and content, underpinning the project’s success by supporting course engagement and industry uptake. Registrations are growing, and pilot programs are performing well, as the tutors and facilitators refine delivery mechanisms.
The NETS course was effective in meeting the training needs of Pilot participants – providing up-to-date solar battery training with a mix of practical and theoretical learning, alongside accessible take-home resources. The high satisfaction rate attests to the overall quality of the course and training methodology employed.
The campaign concentrated on two areas, consumers and solar energy professionals. By encouraging the consumers to pursue solar energy the industry is forced to take action and meet their demand which in turn creates more demand for solar energy professionals. By creating a greater demand for these products, a greater need for education and employment is created, and therefore more people are encouraged to engage in the courses. Future energy skills not only enabled growth in the renewable energy industry but also became part of developing a more sustainable world.
Strategically, the purpose behind bringing some aspiration-appeal to acquiring ‘future energy skills’ was to generate both awareness and desire for the course and qualification amongst industry, but also to drive demand from a consumer perspective, buying and researching installation requirements for solar batteries. If the consumer demands the accreditation, the industry must act.
Our creative intent was to articulate the aspirational attributes of participants, and what their achievements and qualifications could mean to future career and prospects. We were very deliberate in pairing messages with images of practitioners that may have been at odds with initial audience expectation. i.e. pairing ‘leader’ and ‘powerbroker’ with young female graduates, and ‘futurist’ with older, later career practitioners. With this approach, we aimed to move the conversation around gender and age biases within the industry forward.
Materiality was critically important to the collateral executions, and we used custom, geometrically embossed uncoated sheets as the stock for all campaign collateral.