The activity helped SHIKUN & BINUI Solaria to stand out in a rooftop market cluttered with similar messages.Following the campaign the number of calls/ share of leads …

It is actually a regular print on a regular newspaper that works simply by putting the ad in front of the light source so that one side is printed without any colours and with just the one line of copy in the middle and then the back page is a "mirror print" that contains the colours, logo and the second heading. When you hold it in front of a light source, the colours from the back are reflected together with the logo and the second heading.The medium was the message.The campaign was published in three leading daily national newspapers and in 3 leading business newspapers within January 20th and February 4th.

SHIKUN & BINUI Solaria is a company within the SHIKUN & BINUI Group focusing on utilizing solar energy. Its business model revolves around renting rooftops and setting up solar systems. The rooftop owners benefits from a fixed income over the lifetime of the system.The objective was to sow how sunlight may change the viewer's (rooftop owner's) perspective.The target audience was mass market, rooftop owners. They realize SHIKUN & BINUI cares for the environment, but are not necessarily aware of the ways solar energy may impact them.The unique insight was to allow the sun to reveal the message: You can benefit from the sun, produce a steady income from solar energy systems.