With more than 100+ solar companies actively competing for residential PV contracts, consumers are constantly bombarded with marketing messages - many of which all claim the same things: save money, be greener, take advantage of tax credits. In January 2014, IPE needed a way to break through this clutter and their competitors at The Big Show 2014 sponsored by BIA Hawai'i. IPE expressed their presence was lackluster in the previous year's show, and that although they are well known in the commercial circles, they never truly approached the homeowner market, nor did they know how to begin the conversation with this audience.

Eleven Past Studios hit the ground running with a scan of IPE's top 3 competitors, identifying IPE's strengths over their weaknesses. We developed the "big idea" that Island Pacific Energy produces more than just smart energy products: they produce the energy that powers some of Hawai'i's most respected schools, businesses and communities - and in turn, Hawai'i's clean energy future. We believed this to be IPE's distinguishing factor and unique selling point that would resonate with homeowners who have not yet settled on a solar company.

To communicate IPE's unique selling point at the 2014 BIA Show, we designed an oversized shark wall featuring a sunrise hero shot above the East West Center. We also designed four double-sided banners featuring lifestyle images paired with installation visuals, which were created to help IPE strengthen their position as the solar energy services provider that has a proven track record of powering Hawai'i's homes, schools, communities and businesses - thereby leveraging IPE's existing credibility from high profile commercial installs. The use of lifestyle images helped to build a more personal, emotional connection with IPE's homeowner audiences by essentially communicating that IPE understands that consumers want more than just savings or great service. They want someone reliable, credible and trusted by some of the island's most reputable organizations.