Rubis
Best known for fuel, Rubis wanted islanders to know it powers homes with the sun too. Our animated TV campaign, the company’s first foray with TV advertising and animation, made solar a viable power alternative and drove a significant uplift in solar leads and sales.
Change Needed
Rubis has powered the Channel Islands for more than 70 years, but most people still think of it as a fuel and heating oil company. Having developed the company’s new ‘Powering Your World’ proposition, Rubis turned to Orchid to showcase its full offer, notably the introduction of solar as one of its renewable energy solutions. Rubis wanted to test TV as a paid channel for the first time and introduce animation to its creative mix. The campaign had to put Rubis Solar on the map and make installation feel simple and affordable, whilst remaining unmistakably Rubis.
Our Solution
We built the campaign around Rubis’s new Powering Your World proposition, showcasing a solution many islanders didn’t know it could deliver. A new illustrated style, with a warm palette and friendly characters, showed the benefits of solar and why now is the time to install it at home or at work. The animated ad was fresh and attention-grabbing, and conveyed the key messages simply. As well as bringing the campaign to life creatively, we guided Rubis through ITV’s rigorous ad compliance process. The campaign ran on ITV Channel Islands and ITVX, and was extended to print and social media ads to maximise awareness.
The Results
The campaign worked. It put Rubis Solar firmly on the map and drove a significant uplift in solar leads and conversions. The animated style is being extended to other product campaigns and is now a key part of the Powering Your World identity.
"This was our first TV campaign for Rubis, and Orchid guided us through every stage. The animation made solar feel simple, drove a significant uplift in leads and sales, and is now a key part of how we bring Powering Your World to life."
