DO YOU WANT DURACELL WITH THAT? by Starcom Chicago for Duracell

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DO YOU WANT DURACELL WITH THAT?

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Industry Batteries
Media Digital, Interactive & Mobile
Market United States
Agency Starcom Chicago
Released January 2013

Credits & Description

Advertiser: PROCTER & GAMBLE
Agency: STARCOM MEDIAVEST GROUP
Category: Static
Advertising campaign: DO YOU WANT DURACELL WITH THAT?
Vice President/Group Client Director: Kat Costello (Digitas)
Marketing Associate: Courtney Shares (Digitas)
Marketing Director: Kip Olmstead (Procter & Gamble)
VP/Connections Director: Josie Lyons (Starcom MediaVest Group)
VP/Connections Director: Abby Cooper (Starcom MediaVest Group)
Manager/Product Management: Alyssa Garber (Digitas)
Connections Associate Director: Ariane Monier (Starcom MediaVest Group)
Associate Marketing Director: Dominic Iacono (Procter & Gamble)
Activation Manager: Jenna Guzewicz (Starcom MediaVest Group)

Brief Explanation
Despite more holiday shopping moving Online, battery purchases strangely remained rooted at brick-and-mortar retail. We set out to tackle the ‘online battery gap.’Partnering with Amazon, we focused on multiple contact points during Online purchase, urging shoppers not to forget the batteries.We produced first-ever ‘Add-to-Cart’ ads, prompting shoppers to add Duracell to their orders before completing purchase, and delivered Amazon’s High Upsell Cart creative unit at checkout triggered by the presence of battery-powered items in shoppers’ carts.Overall sales and volume share increased 7.4% and 4.4% respectively for Quarter 4 2012 vs.year ago.