Challenge

Hanwha SolarOne, formerly Solarfun, is a manufacturer of photovoltaic (solar) modules based in China. The company ranked as one of the top global providers in terms of capacity, and maintained OEM business with some of the most respected German brands. This was achieved despite having virtually no name recognition and limited experience marketing to international audiences. Our challenge was to rebrand the company, dramatically improve its marketing initiatives, and develop deep relationships with key media in North America, Europe, and Asia.

Solution

Ward Hill Marketing immediately began to use its experience with the solar and renewable energy media to develop relationships between the trade press and top executives. These early steps set the stage for upcoming product launches that served as the foundation for repositioning the company. As those connections were being formed, WHM set out to find a name that evoked the company’s existing brand and convey its aspirations to be among the top photovoltaic providers. The selection was SolarOne. In support of this new brand, key messages were created to differentiate within a market being threatened with commoditization. These messages were focused around the technology, quality, and experience, which were then conveyed throughout the new web site, literature system, corporate videos, advertising, email campaigns, and other marketing vehicles. A high-visibility launch wasdeveloped to highlight the new brand and positioning, including an extensive print and online advertising campaign, email campaigns, customer and employee communications, and a new video explaining the new brand.

Result

In late 2010, a South Korean conglomerate, Hanwha Corporation, purchased a majority stake in SolarOne. This new investor enabled the company, now called Hanwha SolarOne, to heavily invest in its marketing efforts, including the brand launch, which was successfully initiated in January 2011. The company now enjoys greater brand recognition and has a dramatically improved market presence.