The Institute of Promotional Marketing has presented its inaugural Special European Industry Gold Award to London-based agency Brand Culture for its Energizer batteries ‘For Movie Moments That Last And Last’ campaign, which demonstrated a culturally relevant core campaign idea that helped markets achieve amazing results.
The campaign ran in 21 markets and offered consumers an HD digital movie download from Twentieth Century Fox, worth £6.99, when they purchased a pack of Energizer Batteries. Brand Culture worked with Energizer’s central team to devise and deliver the gift-with-purchase promotion, which contributed to Energizer cementing its position as the No1 battery brand in Europe.
Commenting on the award win, Brand Culture’s Business Director and Energizer team lead Caroline Rastin, said:
“Developing and rolling out an international promotion across 21 markets is a rubik’s cube of complexity, with numerous internal and external stakeholders, workstreams and different market legalities to consider. As with all our Energizer campaigns, we led and managed the development of all workstreams including: partner negotiation with Fox, strategy, concept, POS/toolkit creative, trade and market sell-in documents, redemption website design and build x 42 versions. I’m incredibly proud of the team for what we managed to deliver and the award is recognition of this.”
Scott White, Brand Culture’s co-founder and Managing Director, added:
“Increasingly, international brands are looking for more efficient and effective ways to deliver multi-territory campaigns that engage their markets, trade customers and consumers. By harnessing the cross-market cultural appeal of consumer entertainment and lifestyle to theme our promotional campaigns, Brand Culture is able to apply the old adage of thinking local and acting global to maximum effect.”
White highlights three key results of approaching international promotions in this way: firstly, a better use of central budget delivers an over-arching campaign to all markets and helps local market campaign investment go further. Secondly, new trade conversations are opened up, resulting in incremental on and off-shelf space that helps drive volume. And last but not least, consumers are genuinely motivated to engage with promotional campaigns themed around the things they love – things like film, music, sport and travel.
Building on the success of their award-winning Fox Movie Download promotion, Brand Culture’s latest work for Energizer is their ‘For Longer Lasting Holidays’ campaign, which leverages the consumer passion point of travel. Currently live in 34 markets globally, the promotion offers consumers £25 back when they spend a minimum of £100 with leading accommodation website Booking.com. The campaign is supported by off-pack point of sale, press advertising, experiential, digital and social.
For further details please contact:
Brand Culture: Tom Sugg, Partnerships Director; email@example.com, Tel 0207 720 3415.