Attracting tens of thousands of professionals to validate an innovative business model
Ezzing partnered with LF Channel to launch its innovative Ezzing ZWAT platform, designed to digitise the entire photovoltaic value chain and place installers at the centre of a connected ecosystem of developers, distributors and banks. Leveraging our expertise in agile and focused communication strategy, we transformed the platform’s introduction in Spain into a media milestone during the Genera trade fair.
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THE CHALLENGE
Ezzing partnered with LF Channel to launch its groundbreaking B2B platform to digitize the entire photovoltaic value chain in Spain, connecting installers, developers, distributors, and banks in an integrated ecosystem. But it faced the classic challenge of any digital platform: without critical mass of users from the start, the business model doesn’t work.
The company was starting from zero and the window of opportunity was narrow: Ezzing needed to quickly position itself as THE reference platform before competitors consolidated their position or installers adopted alternative solutions.
The objective was ambitious: generate enough visibility and credibility in barely one month to attract thousands of professional installers to a platform that had no track record in the market yet. Without this massive initial acquisition, the investment in technological development and the potential to transform the sector would remain blocked.
STRATEGY
We designed an intensive three-phase launch campaign to generate the “avalanche effect” that a new platform needs: create a sense of inevitable sectoral movement that activates FOMO (fear of missing out) among installers and distributors.
Phase 1
Pre-launch (credibility building)
- Preparation of communication materials positioning Ezzing as a sector innovator.
- Negotiation of exclusive interview in top-tier economic media for launch day, generating “important news” effect.
- Development of opinion content to establish thought leadership.
Phase 2
Explosive launch (massive awareness generation)
- Intensive distribution and follow-up of press release in target media.
- Placement of opinion articles in specialized publications.
- Activation of marketing agreements with media for direct acquisition campaigns (branded content, newsletters, access to sectoral databases).
Phase 3
In-person consolidation at specialized Genera fair (conversion of awareness into relationships)
- Coordination of face-to-face interviews with key energy sector media.
- Establishment of lasting relationships with media prescribers in the sector.
- Reinforcement of momentum generated in previous phases.
RESULTS
In just 21 days, Ezzing went from being an unknown platform with zero users to positioning itself as an emerging solution with real market traction:
Business impact:
49,000 professional installers registered on the platform since launch
Creation of sufficient critical mass to activate the network business model
Positioning as reference platform in early adoption phase
The real value:
The campaign didn’t just generate awareness, but translated that visibility into massive adoption by the target audience. Ezzing achieved the critical mass of users necessary for its platform to be viable and relevant, establishing the foundations to become the standard in the Spanish photovoltaic sector.
