2011 Winners & Shortlists

Results and Effectiveness

Total duration of the campaign is 6 weeks (currently running). Till date, the online campaign has generated 46,937 clicks during a period of 4 weeks with a CTR of 0.83% (industry average in MENA is 0.11%). Overall 5.6 Million impressions were delivered from which 3,207,267 individuals were exposed to the ad since the start of the campaign across MENA. Over 900 entries have been submitted within 2 weeks of campaign start date!

Creative Execution

Needed to bring alive the new brand identity which has light-beams, each symbolizing a particular product attribute in a creative and engaging way. The branding was brought to life through an engaging platform - Digital-light-art, a competition for best light-art which is a form of visual art where the main media of expression is light. Created a micro-site where people can register and utilize a beam-art tool to “paint with light”. The finished work is submitted for a competition entry to win prizes. Traffic to the Microsite was driven through the support of banners on MSN Arabia, Yahoo-Maktoob, Jeeran, Netlog, MBC.Net, Ikoo Network, Swalif.Net, Facebook. Moving the cursor over the banner, turning into a light-beam taking the banner from darkness into light. Using rich media, engaging and high impact format to invite users to participate in the competition. The picture with most “Likes” wins an XBX-360 Bundle (Kinect).

Insights, Strategy and the Idea

In the region, Energizer enjoys a very strong recognition from decades of heritage as THE battery to trust in their everyday lives. As the brand developed, additional specialized feature batteries have been introduced within its product offering. Recently, the brand underwent an Identity revamp that established unified brand architecture with new graphic and color to represent power and features. To avoid diluting the heritage and losing their hardcore customers to confusion, they opted for a solution that propagated the new image while protecting their equity as the longest lasting battery. Our core Targets were: Families: keep my kormality of life going with the use of Energizer batteries Young Professionals: keep my fast-paced life going, with convenience and performance Touch points: the Net, where family, friends interact, create and share. Idea: engage the target by allowing them to manipulate light on specially developed microsite to create art & compete for prizes.