CONTEXT

Our award-winning, centralised promotions strategy for Energizer has seen us deliver a number of successful multi-market campaigns that dial into consumer passion points. The challenge for this Q4 promotion was to identify

an appropriate passion point and a relevant promotional partner that would resonate with Energizer’s customers and consumers in the run-up to the important Christmas trading period.

 

SOLUTION

As the world’s longest lasting battery, Energizer are all about longer-lasting performance, while film is a passion point that resonates highly with Energizer’s broad family audience. With this in mind, we identified the new cinema release Sing 2 – in which a cast of loveable animals aim to put on the musical performance

of a lifetime – as the ideal promotional partner to help Energizer engage customers and consumers. Having negotiated the partnership with the film’s distributor Universal Pictures, our Energizer team then oversaw the full end-to-end delivery of the campaign. This included the campaign creative, which leveraged

the stopping power of the film characters to bring our campaign to life instore; a motivating consumer prize pool featuring a range of exclusive Sing 2 plush soft toys; all master assets; translations; campaign toolkit and market management.

OUTCOME

The promotion was successful in securing significant market buy-in in 36 markets across the EU, Middle East, APAC and LATAM, securing strong retail support.