The challenge: After the success of the 2016 VARTA campaign including sponsorship idents, OOH and proximity marketing, VARTA wanted to increase brand awareness further by creating a National TV ad campaign… at Christmas. At such a saturated time of year for advertising how do we create cut through for batteries?
The work: Building on the insight that Varta powers more than the devices they are attached to, we set out to show how VARTA can, and has, powered Christmas moments through the decades. Following our hero, Max, from a child to becoming a parent himself, we see how VARTA has been behind some very relatable Christmas moments, for audiences both old and young. Contrary to market convention of only showcasing the practical side of batteries, this emotional route hopes to have a real point of difference in the industry, as well as shining a spotlight on VARTA’s quality brand.
The results: The TV campaign launched on 22nd November at 9.15pm in an ad break on ITV for I’m A Celebrity. This means an expected 22 million impacts, with reach to over 5 million households. New distributors are on-board and retailers are already showing interest in stocking VARTA batteries for 2018. Fingers crossed.