OVERVIEW
Sungrow is a major player in the renewable energy industry, renowned as the world's top supplier of photovoltaic (PV) inverters. Since its founding in 1997, Sungrow has been at the forefront of solar inverter technology, offering intelligent energy solutions like solar power inverters and energy storage systems. With a presence in over 170 countries, Sungrow serves a diverse range of customers, from households to industrial businesses, all contributing to the fight against climate change by promoting renewable energy.
Challenges
Sungrow reached out to us with two main challenges. First, their products are complex, making them difficult to communicate in marketing and branding efforts. Second, they needed to target different segments in the market: domestic users and industrial businesses. To address these challenges, Sungrow aimed to enhance its brand awareness through creative storytelling and mascots that could showcase its vision and core values.
What We Did
Storytelling and Character Development
We started by understanding Sungrow’s mission and values, as we always do. During the R&D phase and brainstorming sessions, we initially proposed a single character: Young Yang. Young Yang, created by Sungrow’s engineers, has a heart fueled by a sunlight photon, symbolizing clean energy and human emotions.
However, as we developed the story, we realized that adding a second character could enhance the storytelling significantly. This led to the creation of Bubbly. Bubbly, a smart and playful AI-powered robotic kitten, can transform into various gadgets to assist Young Yang in their missions.
We designed Young Yang and Bubbly to be visually adorable and relatable. Young Yang is warm, optimistic, and approachable, with an orange and white color palette symbolizing energy and purity. He is a heroic engineer ready to tackle any challenge, with a face that vividly expresses emotions.
Bubbly embodies playfulness and energy, designed as a robotic kitten with transformation capabilities. This allows Bubbly to adapt and support various brand features and goals. Bubbly can even project images, data, and videos through two projectors beneath its head, aiding in their missions.
Communication Plan
To bring Young Yang and Bubbly to life across different mediums, we developed a comprehensive communication plan. The mascots are featured in print, digital, video, and social media content, as well as at events, conferences, and internal branding. We designed a three-step campaign to launch these robo-friends: a teasing campaign, a launch campaign, and a post-launch campaign. This approach ensures continuous interaction through digital content, educational materials, and interactive activities, keeping the audience engaged and reinforcing Sungrow’s brand message.
