chase the darkness away

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The Challenge:

During Fenix Intl’s first years of selling ReadyPay Solar Power, marketing had been limited to the materials carried by the sales team focused on the varied, functional benefits of our solar power system. To reach our growth targets, we needed to go beyond the limits of the direct sales approach, create ‘pull’ to our retail points and ease the sales process in the field.

The Solution:

We changed gears and shaped our brand around our customer’s emotions and tone of voice. We wanted to focus on the benefit that mattered to them the most - light - and to do so in a way that would build connection and trust with a customer base typically wary of new technology and financial services. Our tagline came from a vernacular term used by our customers, bringing familiarity, urgency and energy to our communication.

It inspired a testimonial radio campaign on 30+ stations in 8 languages with customers from all over the country. This was designed to mimic the word of mouth referral system that was central to our sales, allowing friends and neighbours to encourage one another to Chase The Darkness Away. This played alongside a key song radio competition, where the chart-topping song Amasanyalaze Negagenda (No Life Without Electricity) prompted callers to give additional product testimony live.

Below-the-line, we created materials to show the most important benefits of safe household lighting. Featuring a typical but aspirational home, the photography was selected to show the quality of life spectrum inside - education, security and entertainment. The sales pitch for our several hundred sales agents became a focused, passionate call to action.

The Result:

Supported with a promotional pricing structure for customers who purchased at retail points rather than door-to-door, we realised massive YoY growth for shop sales in the critical Q4 festive season. Compared with marginal growth in field sales, this strategy was largely responsible for a major step change.