Having delivered numerous successful multi-market promotional campaigns for Energizer, we were tasked with our most challenging brief: to encourage extra trade excitement and buy-in for Energizer’s biggest campaign to date.
Key to securing increased visibility instore was providing an important hook for trade in the form of a high-perceived-value guaranteed gift with purchase (GWP). Knitting these two objectives together and activating the promotion in 42 markets across EMEA & APAC was no mean feat!
Having seen huge success partnering Energizer with Booking.com across 33 markets in 2019, we tapped into Energizer consumers’ passion for travel. Having identified Hotels.com as an ideal partner, Brand Culture negotiated the digital ‘gift with purchase’ promotional offer
and developed a creative approach that could be rolled out across all participating markets. As with all our Energizer campaigns, we led and managed the development of all workstreams including: partner negotiation, strategy, concept, legals facilitation, POS/ toolkit creative,
trade/market sell-in documents, redemption website design and build x 46, briefing/ negotiating/ managing all third-parties including legal resource (audit/terms/registration) and overseeing all artwork approvals. Across these 42 markets, a staggering 209k POS displays were estimated in store.
The campaign activated in 42 markets across EMEA and APAC. Brand Culture’s latest international shopper marketing campaign for Energizer, ‘For Longer Lasting Holidays’, offered consumers the chance to enjoy 10% off their next hotel stay with leading global travel company, Hotels.com.
Energizer’s biggest and most ambitious campaign to date activated across retail, digital and above-the-line channels. Target-smashing results including the strongest peak season with ENR regaining market leadership (FR) and greater levels of visibility across all key retailers.
With Covid-19 impacting consumers’ ability to get away, the world’s longest lasting battery really is giving everyone the chance to enjoy the ultimate Longer Lasting holiday offer, with an extended promotional redemption period enabling consumers to enjoy both local and international breaks well into 2022.