NRG Solar Forecast
Agency: Droga5
Challenge + Business Objectives
The U.S. home solar market grew 631% from 2010 to 2014. However, NRG remained a niche player, with under 2% share. Growing the business meant expanding its reach and building a differentiated narrative in a crowded field.
Unlike other competitors, NRG's broader solar portfolio generated energy for millions of homes. Yet consumers still remained doubtful that solar power was viable technology.
The brief was simple: make the certainty of solar power both undeniable and relatable. Research showed that considerers became converts once they understood how similar homes lived with the power...