Meyer Burger
Relaunch in 20 markets - AI translation
Digital repositioning / complete relaunch / rollout in 20 markets around the world
Initial situation
Meyer Burger combines innovative cutting-edge technology with tradition and courage to create unique photovoltaic systems that are manufactured sustainably using its own production facilities. With almost 70 years of company history and 40 years of experience in photovoltaics, the company forms the technological backbone of the industry and has set significant standards over the past decades, right up to the present day. The vast majority of solar modules produced worldwide today are based on technologies developed by Meyer Burger.
Now Meyer Burger is taking the next step and has reinvented its business model: As a manufacturer of high-performance photovoltaic cells and modules, the company is using its self-developed, leading heterojunction/SmartWire technology to lead photovoltaics into a new era worldwide. Meyer Burger defines new standards in terms of energy yield and efficiency and combines these with first-class design.
We at sitegeist are supporting Meyer Burger in positioning the company as the leading European solar brand and setting new standards in the process. In addition to developing the communication platform, we are currently working on a new digital marketing strategy and communication architecture with which the company will present itself as a manufacturer of highly efficient solar modules in the future.
HIGHLIGHTS
- 15 countries and 33 language variants
- Use of AI: Integration of Deepl via API in TYPO3
- Incremental and automated import of all ad hoc messages
- various interfaces for process support
- Connection of share price data
- High-performance use of video for all devices
- Asynchronous image optimization & responsive images
- Fully responsive mobile-first approach
The challenge
Meyer Burger is a listed stock corporation. This means that a lot of information is subject to publication requirements and must be easily accessible, maximally transparent, informative and tailored to the various target groups. In addition, complex topics need to be conveyed in a target group-specific and informative way.
So how do we manage to develop the right structure to orchestrate the project with all stakeholders, their requirements, wishes and expectations on the one hand and translate the variety of topics into exciting stories on the other? And what does it all look like when the corporate design is developed in parallel with the launch?
and languages
End customers, business customers and investors
Lots of remote workshops, lots of brainpower, even more heart: we choreograph the process with the various departments, coach, structure and support the company in asking the right questions during the change - and answering them. We learn everything about the target groups and their needs in all areas, get to know the employees and grow together to form a really good team. We translate the requirements into a system that is coordinated down to the last detail - technically, visually and in terms of content. The website was implemented with Content Management System TYPO3 - including an interface connection for course queries and editable down to the colors and shapes of the elements. The graphic implementation was carried out in close coordination with the agency Jung von Matt, which was responsible for the corporate design.
The new site is the starting signal for the next evolutionary stage of the brand, which envisages a scalable CMS architecture that will work for end customers, business customers and investors alike.
Deepl and AI
In order to create and efficiently manage the versions of the many languages and markets editorially, the Deepl API was connected to TYPO3-Backend. This allows entire pages to be translated with a single click, so that the editorial team only has to do the fine-tuning.
Online services
Meyer Burger's website is not just a great brand presence, it also offers many online services. For example, interested end customers can calculate their yield online using the solar calculator by drawing in the roof areas on their house.
Using the installer finder, they can easily find out which company in their area can be contacted for advice and installation.
About Meyer Burger Technology
By transforming its business model from the manufacture of photovoltaic production systems to the integrated production of solar cells and solar modules, Meyer Burger is making sustainability its number one priority.
The goal is to become the leading PV company in the world. With its innovative technology, Meyer Burger makes a substantial contribution to the international PV value chain. The vision is to enable more sustainable and accessible energy generation for the future. Meyer Burger develops concrete technical solutions to produce highly efficient solar modules, often setting new industry standards.
The production of highly efficient solar cells and modules will start in the second quarter of 2021 at the new sites in Bitterfeld-Wolfen and Freiberg. The market launch of the modules will also take place in the second quarter and marks the start of a digital marketing campaign. In addition to the DACH region, the target sales markets are other European countries such as the Benelux countries, Italy, France, Poland, the UK and countries in Northern Europe. Meyer Burger also plans to sell its modules in the USA, Australia and Japan in the future.
The new positioning and the new brand identity were presented at the online media conference on March 11, 2021.
