2013 Winners & Shortlists

Results and Effectiveness

Rarely do mall activations set new benchmarks in the Energizer network. More than 3,600 people played the game in 6 countries over 21 days, with nearly 40,000 spectators. Compared to the 3,004 pictures uploaded to Facebook, the number of fans went up from 608 to 51,597 within the same period. More importantly, the client confirmed the engagement level was above 50% at all times. Besides consumers, sales were moved as well. Distributors reported a rise in every single market and on the first day of the Kuwait launch, all Energizer batteries sold out. For the first time ever. That's positivenergy.

Creative Execution

We created Light Racer - the region's first Kinect-based game in which the player becomes Mr Energizer and lights up the world of toys, cameras and consoles. We integrated the products into game play by using our 4 different batteries as ‘power-ups’. At the end of the 2-min race, we explain how Energizer spreads positive energy by supporting the solar project of One Million Lights. Then the player sees his 'in action' picture and score, which is posted to our Facebook page. He had to visit our page and tag himself, so his friends could see his score. Our digital installation was outside major hypermarkets, to influence shoppers who could see others having fun. The activation was held in 9 malls across 6 countries over 21 days. We only used Facebook to publicise the event, since we were directly engaging with our audience in malls.

Insights, Strategy and the Idea

Energizer launched a new brand platform - ‘that's positivenergy’. To take this beyond traditional advertising, they held Night Races worldwide where people ran to raise money for solar lights in remote villages. Our challenge was to launch the positive energy platform in Saudi Arabia, Qatar, Kuwait, Oman, Lebanon and UAE where Night Races would never work. The average summer temperature here is 45°C, and there is no culture of running outdoors, let alone at night. We had to find a way to engage our target audience of families and young professionals, and get them to feel the positive energy from batteries. Yes, batteries. Our insight was that they spent a lot of time in malls, so we had to somehow take the thrill of running outdoors and bring it indoors.