ENERGIZER SHOP IN THE DARK

TitleENERGIZER SHOP IN THE DARK
BrandENERGIZER
Product / ServiceENERGIZER
CategoryB07. Use of Competitions & Promotional Games
EntrantHAVAS WORLDWIDE KUALA LUMPUR Kuala Lumpur, MALAYSIA
Idea Creation HAVAS WORLDWIDE KUALA LUMPUR Kuala Lumpur, MALAYSIA
PR HAVAS WORLDWIDE KUALA LUMPUR Kuala Lumpur, MALAYSIA
Production CIA INTERNATIONAL Shah Alam, MALAYSIA

Credits

Name Company Position
Ezra Foo Havas Worldwide Kuala Lumpur Executive Creative Director
Khor Kok Yang Havas Worldwide Kuala Lumpur Creative Director
Lim Kean Woei Havas Worldwide Kuala Lumpur Art Director
Pramod Sasanka Havas Worldwide Kuala Lumpur Art Director
Darren Chia Havas Worldwide Kuala Lumpur Copywriter
Ain Nabilah Havas Worldwide Kuala Lumpur Copywriter
Syakeera Hamid Havas Worldwide Kuala Lumpur Agency Producer
Dennis Kam Havas Worldwide Kuala Lumpur Account Manager

The Campaign

We combined the excitement of shopping with the thrill of doing it in the dark. With a 35-second challenge to pick up as many items from a shopping list inside a pitch dark store. Armed with just an Energizer torchlight and the chance of win 10 minutes of free shopping.

Creative Execution

Comprised of 2 phases; Qualifiers and Finale. Qualifiers: ‘Blacked out’ mobile stores filled with household goods were placed at 7 malls for 3 days. With every Energizer purchase, shoppers were given an Energizer headlight, a shopping basket and shopping list with the aim of collecting as many items on the list in 35 seconds. Over 5000 shoppers participated in the activation. Finale: An entire hypermarket was blacked out with 7 winners given 10 minutes of free shopping. Roll-out: 1. Launched with a call-to-action online film that quickly gained traction. 2. Deployed on-ground promoters, point-of-sale and Facebook to announce mechanics, mobile store locations, leaderboard and winners of the qualifier stages. For the finale, the media also were invited to participate, that led to extensive coverage. 3. Video posts of the finale were seeded to various portals and influencers.

Describe the success of the promotion with both client and consumer including some quantifiable results

1. Market share rose from 38% to 41%. Highest jump in the last 3 years. 2. Trade partners inventory went up 40%. 3. Product off-take up 16% from the corresponding quarter in 2015. 4. Online call-to-action video achieved 9 times more organic views vs. paid views in the 2 first weeks alone. Reaching 2 million people with 1 million views and 2500 shares. 5. Facebook targeted posts reach exceeded by 276% achieving a total of 103,627 engagements. 6. 4.6% average post engagement rate. Exceeded 2% target (local category benchmark 0.54%) 7. Facebook fan base increased 10% despite utilising digital media to boost engagement instead of reach. 8. Total Energizer Facebook fans engaged was 96.7% over a period of 2 months. 9. RM1,095,745 earned media ROI for finale event. Sources: Nielsen, Market Share Report, April 2016 Energizer Sell-Out Data, March 2016 Facebook Insights, Jan-March 2016

Explain why the method of promotion was most relevant to the product or service

This work demonstrates that a sales activation can achieve both the sales and brand objectives. The work also debunks a common belief that in order to gain high participation in a contest, the effort by the consumer needs to be kept to a minimum. Lastly, this work demonstrates that a successful sales activation can be achieved on a limited media mix coupled with a creative mechanic yet on a nationwide scale. Further to that, this work demonstrates an idea that can be replicated and owned by the brand for the foreseeable future.

Insight: People love to interact with their devices. However when it comes to batteries, it remains the unseen enabler to their devices. Approach: Persuade people about Energizer’s 35% longer-lasting promise by inspiring them to deeply interact with the brand, giving the battery an important role to play. By turning a familiar experience like shopping, into a fun adventure. Target Audience: We targeted the Malays, who account for 70% of the population. Specifically young adults, 21-35 years of age including those with young families (12 million). People who are likely to be more physically active as well more active on social media (52% social media users via mobile). Source: We Are Social, SEA, Nov 2015.