Duracell

Extra Time

Summary

To help Duracell launch their new Optimum battery in Italy and shout out about its dual benefits of extra life and extra power, we sponsored the Extra Time at UEFA Euro 2020, linking our message to a key moment in football when endurance and power are so critical to success.

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Challenge

Our problem was that almost every battery and brand has claimed to offer “extra/longer life”. It simply wasn’t an impactful claim. We had to do something dramatically different to stand out and make Optimum’s extra power/extra life claims relevant to our audience.

Idea

The much delayed and highly anticipated UEFA Euro 2020 football championship tournament was taking place in the summer of 2021, during the Optimum launch campaign. And in previous Euro football tournaments, many of the knock-out games tended to go to extra time...that’s the moment when teams need extra power. It seemed the perfect fit for Duracell, and we negotiated with Rai for Duracell to sponsor every game going into extra time during the tournament, running tailored creative showing our brand icon, the Bunny, encouraging the teams to give it all, just before the game restarted for the final critical 30 minutes.

Results

We helped Duracell create a brand-new premium category for the battery sector, with Optimum sales worth nearly €9m on an annualised basis.

We also achieved a dominant share of voice, with an audience of 17 million people (83% of TV viewers) watching Italy win the tournament – with extra-time support from Duracell.

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