SunGift Solar

The Process

The Challenge

To announce the installation of Numatic International’s new solar array in a way that would maximise coverage for SunGift Solar, Sigenergy, AIKO, and the end customer Numatic International (manufacturer of the iconic Henry Vacuum Cleaner). 

Despite costing over £1m, the ground-mounted solar array was neither the largest, the most powerful, nor the most expensive ever built. That meant we had to dig deep to find the fascinating facts that would generate interesting angles.

Our Solution

Finding the story: 

First, we scoped out the detail. This revealed that although small, the solar array was, in fact: 

• the first and largest of its kind to be constructed using highly efficient ABC solar panels more commonly installed on domestic roofs 

It was also: 

• located on a site that was due to be used for manufacturing buildings but had instead been prioritised for solar power generation 

Digging deeper, we discovered that:  

• the technology being implemented enabled small plots of land – previously deemed insufficient for solar generation – to be transformed into power stations for manufacturers 

And we unearthed great facts and stats: 

• 500,000 Henry Vacuum Cleaners will now be manufactured using solar power every year, cutting CO₂ emissions by 267 tonnes annually 

• 20% of Numatic International’s annual on-site energy requirements will be met by solar, rising as high as 100% on some days  

• the payback period for the £1m investment will be achieved in under five years, which could be halved if current high energy prices persist. 

Building the campaign: 

Rather than attempting to focus on the large scale of the array, we took a counter-intuitive approach. 

• Instead, we championed the fact that it was small but powerful – a solution that other manufacturers and businesses can adopt to counter the ongoing energy cost crisis caused by conflict in the Gulf. 

• And we positioned the technology being used as a UK first, thanks to the fact that the All-Back-Contact (ABC) panels – normally only used on domestic roofs – were used in a ground mounted commercial setting for the first time in the UK! 

This made the story both relevant and timely. 

Coupled with eye-catching drone footage, and imagery of the iconic Henry Vacuum mascot jumping for joy in the heart of the solar array, we knew we had the component parts to make this a compelling campaign. 

What We Achieved

Over 130 pieces of coverage for SunGift Solar in a week: 

Broadcast coverage was a priority, so we approached the BBC under embargo, securing their buy-in. Coverage on BBC Radio Somerset broke the news, followed by lead pieces on the lunchtime, evening and late Points West news. 

Next, manufacturing trade media coverage landed – another key target – with news items in The Manufacturer and Manufacturing Management.  

Then business pieces started to flood in.  

Alongside 19 regional items, six national news pieces – including items on BBC online, AOL, Yahoo, MSN, in the iNews and The Metro – and several pieces in the manufacturing media, we also secured over 100 international pieces. 

The impact of the coverage was instant. 

For SunGift Solar, organic web traffic leapt by 115% on the first day of coverage, settling at an 80% increase in the following days. 

Compared to the prior ten-week weekly average on SunGift Solar’s LinkedIn account, the impact of the Henry International social media campaign resulted in dramatic weekly rises including: 

• Impressions: ⬆1,039.0% 

• Clicks:  ⬆697.0% 

• Members Reached: ⬆ 1,269.9% 

• Reactions:  ⬆1,721.4% 

• Comments:  ⬆500.0% 

• Reposts:  ⬆ 600.0% 

In over 90% of all coverage both Sigenergy, who provided the hybrid inverters and smart AI energy management solution, and AIKO, who supplied the ABC solar panels, were mentioned. 

Accompanied by the delivery of individualised case studies for SunGift Solar, AIKO and Sigenergy, further media profile opportunities that landed post-launch, and strong social media engagement throughout the campaign, all three project partners have felt the tangible benefit of Henry’s moment in the sun!  

Client testimonial 

“The team at Absolute have been brilliant, guiding and advising us on the best way to maximise exposure for Numatic International’s solar array installation. 

“From the initial briefing through to the execution they have been on point, coming up with creative ideas and angles that have worked the story hard. 

“Combined with their creative approach to social media – boosting awareness through a series of posts focusing on the many different angles to the story – we’ve connected with our audience in new and original ways.  

“As a result of regional broadcast and print pieces, trade coverage, national pieces and even an opportunity on BBC Radio 5 Live, SunGift Solar has now been seen by millions of people building brand, awareness and interest. 

“Great team, excellent advice, and a great outcome.” 

Gabriel Wondrausch, Founder of SunGift Solar