OGLA - Energizer Campaigns Presentation
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description
'One Giant Leap Advertising' was awarded first place for their campaign pitch for Energizer, Inc. in the Spring of 2014. This semester grouped the work of an ad agency into a final campaign book and presentation. This included a situation analysis, primary research, secondary research, budgeting, creative executions of print, online, in-store promotions and point-of-purchase displays.
Transcript of OGLA - Energizer Campaigns Presentation
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
#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
