2022 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

Energizer Japan launched an adventure,html-animated manga series that rewards readers with their own “Bousai” disaster preparedness kits. In a country where disaster preparedness is serious, Energizer changed product focus from batteries to portable lights, to be part of the national conversations, and raise its low brand awareness. “Let there be Light” is a digital manga series following a group of characters as they battle a mysterious monster using Energizer Lights. Readers were rewarded by finding the easter-eggs in each issue, while raising awareness of the brand through our portable lights products, which became tools to defeat the Manga monster.

Background

Energizer had low brand awareness in Japan, and the pandemic disruptions made it clear that Energizer needed to innovate to engage with consumers and build brand affinity, regardless of the status of on-ground/in-store activity. During the spring of 2020, Energizer had to relook at the way it communicated with consumers, and had to innovate to be more relevant. As Japan is prone to natural disasters, disaster-proofing is a crucial drill, which results in a surge of shopping activity in the middle of the year with people spending on emergency essentials. This was a clear opportunity for Energizer Lights, but there was the added challenge of the effects and disruptions of the Coronavirus, and considering the brand’s low marketing efforts in the country, Energizer Japan had to find an innovative way to penetrate the market, engage and communicate with people, and build brand affinity.

Describe the creative idea (20% of vote)

Battery brands talk about batteries first; however, we shifted focus to our portable lights. Energizer Japan launched an interactive, HTML-animated manga series where Mr. Energizer and friends fight off creatures of the dark using their ‘Bousai Kits’ containing Energizer Lights products. Lights that turned into weapons to beat the dark and restore normalcy. Targeted episodic video trailers invited readers to keep following the series as it unfolded. And readers were given a chance to win these ‘Bousai Kits’ too through Easter eggs hidden within the manga series, which helped them prepare for the disaster season. This was communicated through a social campaign, while retail branding redirected shoppers to the online experience and rewards.

Describe the strategy (20% of vote)

There's an existential issue for Japan, which is surviving natural disasters. It's a constant threat that affects the Japanese's daily lives of being prepared in case disaster happens. The idea of always being at the ready is reinforced every year, in a "disaster preparedness month", especially for those who haven't experienced one before. By positioning our portable lights as tools to fight off the darkness in the Manga series, we placed Energizer as part of the preparedness drive. This was achieved through the adventures of Mr. Energizer and friends highlighting the different products and their features in various worst-case scenarios, which both educated and engaged masses all around.

Describe the execution (30% of vote)

Starting in "disaster preparedness month", we shifted focus from our batteries, and turned our portable lights into adventure tools by developing a story, "Let there be Light". It takes people on a journey around Japan following a sudden crisis, and created characters that everyone could relate to. It's a group that overcomes the darkness when they discover that their Energizer Lights ‘Bousai Kits’ are the answer, told in an html-animated manga series. Each product had a special power, thereby highlighting its USP, while the importance of being prepared with ‘Bousai Kits’ was emphasised throughout. Readers could win limited edition ‘Bousai Kits’ themselves by finding and clicking on hidden badges embedded in the manga series, and then registering online. Targeted animated, episodic video teasers and social posts were used to drive engagement and awareness without excessive spends, while retail branding directed shoppers to the online experience and rewards.

List the results (30% of vote)

The increase in awareness, engagement and branding impacted overall sales. We achieved 30K+ recurring readers 4.4 million social media reach 47% increase in market share reaching the top 5 brands in the category and 50% drop in cost to sales ratio We gained 1,359 new touchpoints due to increase in retailer confidence We even ran out of Bousai Kit rewards. And a second series is on its way.