The renewable energy sector is largely dominated by big name players from abroad, with the likes of Tesla gaining huge market traction in Australia. Redback Technologies is a newly formed start-up, offering smart inverter technology that enables homeowners to manage and use their solar power more effectively to receive a faster return on investment.
The challenge was to position the company as a leader in the sector and raise awareness of the benefits of its smart and competitive home-grown solution and to attract consumer and investor interest.
Howorth took a strategic approach to target technology, industry and mainstream media to announce a series of partnerships and product launches showcasing the traction the company was gaining in the industry. Activity ranged from signing an MOU with the University of Queensland to partnering with an indigenous business providing power to remote communities.
In addition to hosting a number of media events, Howorth supported Redback through the creation of video content, media releases and award entries. Through media coaching, Redback spokespeople now have a strong rapport with key tier one and industry media and 123 pieces of coverage landed throughout the year. By positioning Redback as a strong leader in the Australian market, this assisted them to secure a $9.3million investment from EnergyAustralia, propelling the start-up into its next stage of growth.