SUMMER ATHLETICS by Starcom London for Duracell

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SUMMER ATHLETICS

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Industry Batteries
Media Promo & PR, Case study
Market United Kingdom
Agency Starcom London
Released July 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: PROCTER & GAMBLE
Product/Service: DURACELL RECHARGEABLE BATTERIES
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: STARCOM MEDIAVEST GROUP, London, UNITED KINGDOM
Entry URL: http://www1.duracell.com/uk/rechargeable/
Director of Digital: Dave Hompe (Starcom MediaVest Group)
Account Manager: Alex Witkowski (Starcom MediaVest Group)
Media placement: Digital Gaming Integration - Miniclip.com - 1 July 2009
Media placement: Digital Gaming Integration - duracell.com - 1 July 2009

Results and Effectiveness
Our game was played 1.6 million times, with big effects for the Duracell Rechargeables brand. Top-of-mind awareness rose 13%, spontaneous awareness by 11%, far above benchmarks. And as for that race, the race for gold in this new market – we put Duracell on course to take the medal. Within three months it had doubled its share, whilst Energizer, the main competitor, recorded its worst market share drop on record.

Creative Execution

With events including hurdles, skeet shooting, pole vault and javelin; Summer Athletics is a popular fixture of the Wii, Xbox and PC. We extended the franchise to an online trailer version, playable for free – the perfect vehicle for our Duracell message. The twist was that players would 'recharge' their exhausted athletes between events, so that they would be full of energy for their next challenge. By embedding Duracell’s brand and message deep within the game, we made a strong connection with players, and maximised impact further by adding a Duracell logo on the game box and leaflets within. We also complemented our campaign with a partnership with ShortList, the men’s lifestyle magazine. We promoted the online game through advertorials, featuring celebrities explaining how they rely on power performance in their lives. This linked with traffic drivers the game delivered via targeted display ads online and technology magazines.

Insights, Strategy & the Idea
Duracell was a lap behind the race leader in the market for super-high performance rechargeable batteries, but it was running fast and catching up. We gave the brand a burst of extra energy. The prime target for our marketing campaign was the kind of person for whom technology is central to their lives. He loves gadgets, loves technology magazines, loves the power and independence that technology can provide. And when it comes to entertainment, gaming is central. For Duracell, any campaign is all about highlighting power, energy, and performance. We zeroed in on the place where all these themes come together, putting Duracell at the centre of a new version of an upcoming favourite console game. We created Summer Athletics 2009, powered by Duracell Rechargeables.