CHARGE YOUR BATTERIES WITH VARTA! by The Practice for Varta

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CHARGE YOUR BATTERIES WITH VARTA!

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Industry Batteries
Media Promo & PR, Case study
Market Romania
Agency The Practice
Released June 2010

Credits & Description

Category: Best Use of Social Media
Advertiser: VARTA ROMANIA
Product/Service: BATTERIES
Managing Director: Catalin Prisecaru (Varta Romania)
Managing Partner: Gabriela Lungu (The Practice)
PR Manager: Floriana Cristea (The Practice)
Media placement: Press release annoucement - Adevarul, Ziarul Financiar, Top Gear, webpr.ro, iqads.ro, revista-piata.ro and many more - 14 June 2010
Media placement: Blog platform launch - www.incarcatibateriile.ro - 14 June 2010
Media placement: Facebook Page - Incarca-ti bateriile - 14 June 2010
Media placement: Twitter campaign - VARTAROmania - 14 June 2010
Media placement: Consumer contest - Manafu.ro, Cabral.ro, Zoso.ro, TPU.ro, www.incarcatibateriile.ro - 14 June 2010
Media placement: Winners annoucement - www.incarcatibateriile.ro, Manafu.ro, Cabral.ro, Zoso.ro, Facebook page, Twitter - 28 June 2010
Media placement: Awarding the winners - Twitter, Refresh.ro - 24 July 2010
Media placement: Press release national statistics - Romanian anti-stress methods - Adevarul, adevarul.ro, allpress.ro, ziare.com, 9am.ro and other online publications - 23 July 2010
Media placement: Special editorial project - what anti-stress methods use the Romanian managers - BIZ magazine - 15 July 2010
Media placement: Viral clip - Youtube - 18 August 2010

Summary of the Campaign

In the local battery market the players have poor and undifferentiated communication, durability being all the brands’ promise. Without any brand preferences, consumers bought products, not brands, based on impulse when they remembered they needed batteries. With no strong rational attribute, VARTA needed an emotional benefit to touch its consumers! So, we had to differentiate VARTA and increase its likeability for the male consumers.
Having a product whose final use is to charge with energy objects and a consumer which needed emotional incentives to recover his energy, VARTA took the mission "to charge" the consumer's batteries! We transformed the rational attribute of longevity into emotion: VARTA has so much energy that it also gives to its consumers!
Supported by www.incarcatibateriile.ro blog, the campaign provided "power" through users’ contests and actions on Facebook, Twitter, sites and blogs, but also a viral on the video sharing sites, integrating all main channels of social media, offering the consumers, besides the chance to win, fun, gadgets, sports, and concerts news. In three months we obtained excellent results, although it was promoted only on partners’ blogs, without advertising support. The objectives were surpassed with 150% - over 3,000,000 users were exposed to the messages.

The Situation

In 2010, VARTA, the German producer of batteries came to us for an awareness PR campaign, addressing Romanians.
Looking at the context, we discovered that the existent battery brands in the local market didn’t have a sustained communication strategy, long life of batteries being each producer’s promise. Moreover, buying decisions were based on impulse in stores, when consumers remember they need batteries, thus VARTA only unrolled in store activities.
So, without having a strong effective rational to stand out, we needed an emotional anchor to touch the consumers! We had to differentiate the VARTA brand and create an emotional bond with its consumers.

The Goal
Objectives: differentiate VARTA brand and increase its likeability among male consumers.
Evaluation criteria: reach at least 1,000,000 people (15% of Romania’s population) in three months and to create interactivity between the brand and the customers.
Our target was mainly men, mature 30-45 yrs. old, family oriented, hard working, overwhelmed with everyday problems, drained of energy and lacking strength to start over again with daily problems. Another insight was that our consumer takes most of the information online, being influenced by on-line opinion leaders, therefore we made social media the main communication channel, along with traditional PR.

The Strategy
On one hand we had a product whose final use was to charge with energy certain objects and on the other hand, we had an active, busy consumer carrying the family responsibility, very scared by the existing crisis, concerned about ensuring his family a good living, which clearly needed emotional incentives to recover his energy for get-up-and-go. So VARTA took the mission to charge – figuratively speaking – the consumers batteries! Our strategy transformed VARTA into the brand which reduces the stress level, the rational attribute of longevity being now emotional: VARTA has so much energy that gives it also to its consumers! Through the new positioning we transformed the rational attribute of battery’s longevity into an emotional one, VARTA becoming the battery which charges the batteries of its consumers, restores their energy, amuses them and reduces their stress.

Execution
We based our campaign on 6 pillars:

1. The campaign engine was the blog: daily filled with jokes, gadgets and tips to re-charge consumers’ batteries sustained by Facebook & Twitter accounts and endorsed by 3 well-known bloggers!
2. We then had a contest asking consumers for their anti-stress methods in stories & videos & pictures.
3. We gathered so many stories, that we transformed the contest into a national interest statistics!! Did you know that 1/3 of Romanian young people choose to reduce stress by books, poetry or photography?
4. Meanwhile, we recharged the journalists and bloggers’ batteries.
5. We dared the Romanian managers to share their relaxing activities through personalized print materials
6. We end our campaign with an inspirational viral clip giving a smart re-energizing idea for the urban chaotic rhythm. We started with social media accounts and blog platform: filled with jokes, gadgets & energy resources.

Documented Results
We "provided power" for 3 months through online & print press, contests, Facebook, Twitter, forums, sites, blogs, reaching more than 3 million users, although it was promoted only on partners’ blogs, no advertising support.

Print: 1,000,000 unique readers
Online PR: almost 2,000,000 people

Blog = success due to the interesting content and consumer interactivity items: dedicated game & sections, User Generated Content

Over 30 blogs linked to the campaign, the referrals brought us traffic and improvement on page ranking

The contest had a high rate of participation, bringing together 1,100 stories in just 2 weeks:
Great traffic on blog: over 7,000 unique visitors => visited almost 4 pages
An average of 2:30 minutes spent on the site

The viral video reached over 10,000 visitors in the 1st week

Moreover, the flight contest winner even managed to post the FIRST Romanian Tweet, live from the airplane!

Return on investment of 3:1!