One giant leap advertisingEnergizer Campaign

Team MembersOne Giant Leap Advertising consists of a variety of unique and talented members.

Account Executive

Lauren Gregg

Production Director

Chase cleckner

Brand Planner

Chris glascock

Media Strategist

rosie Colman

Creative Director

Caroline Reeves

Marketing Coordinator

Nick Mallicote

Mission: Increase Energizer’s market share in the household battery market by

3 percent by the end of the campaign - july 2015.

$12.9 35.4 %34.9%

$12.9 Billion in industry revenue 34.9% of battery

industry belongs to energizer

35.4% of battery industry belongs to duracell

Rechargeablenon-rechargeable

mature phase

vs.

Trusted Everywhere

Families gamerssecondary research

Primary research

1 2 3

PRIMARY research

30 Focus Group

families

!

!

!Batteries are essential Key consumer

insights!

!

!Stock up on Batteries

!

!

!They trust Duracell

!

!

!Social Media

GamersKey consumer insights

long-lasting & value traits1

impulse battery buyers2

social media3

families &GamersKey consumer

insights

Recommended target markets

primary market: battery bunch1

67.3 million

67.3 million members of the battery bunch

Recommended target markets

secondary market: game-drainers2

37.5 million

37.5 million members of the Game-Drainers

Advertising objectivemarketing

objective

Campaign objectives

37.9 %34.9 % 7.5 % by

july 2015

sales promotion objective

public relations objective

cross promotions

objective

Campaign objectives

7 %

concept testing

6 concepts s

battery bunch

41 members

game-drainers

41 members

high quality great value

dependability

positioning statement

With its iconic mascot, Energizer is the loyal

battery brand that understands the

dependability that consumers value

creative strategy testing

battery bunch

energizer is your best bunny

Keeps you gaming.

game-drainers

Game-Changing battery

Bunny Up Campaign

Bunny Up for those who depend on you the most.

Bunny up campaign

Bunny Up Timeline

Campaign

kick offholiday

season end

August 2014 July 2015

creative#BunnyUp

Television Advertisements

$35 Million

energizer commercial Battery Bunch

Magazine Advertisements

Conquer Monsters.

1 Get Game Ready.

2

$2.5 Million

Banner Advertisements

walmart.com

$2.5 Million

energizer1 energizer bunny2

facebook

instagram

#BUNNYUP

Point of purchase displays

4,205 walmart

stores

$1.5 Million

impulse

Shop for batteries at

Walmart.

60 %

cross promotions

walmart

$1,261,500

cross promotions

800 locations $640,000

SUSAN G. KOMEN

$150,000 Donation to susan G. Komen

#BUNNYUP

20,000 participants

$170,000

cross promotions

public relations

Energizer1 Energizer Bunny2

game-drainers

#BUNNYUP

energizer commercial game-drainers

Bunny Up GAMING EXPO

#BUNNYUP

2400 attendees

media recommendations

Broadcast/Cable: 72%

Sales/pr/cross promotions: 7.2%

Contingency: 10%

magazine: 5.2 %

Banner: 5.2% social media: 0.4%

$49,920,935

campaign evaluation

Distribute Online SurveysCompare Income StatementsCheck engagement on social mediaEvent Attendancecheck points

february 2015 july 2015

bunny up