With stores dominated by deals like '50 percent off' or 'buy one get one free' it was clear that shoppers were most concerned to know that they were spending wisely and getting the most out of their purchases. A long-term price fight was not an option for Duracell; it would not differentiate the brand in the marketplace and it would fail to create a lasting impression with consumers. While consumers felt instant gratification when spending less, Duracell wanted to focus instead on an increase in value rather than a slightly lower price.
To ensure this message resonated with consumers, Duracell considered the type of product or activity they would want to increase by 20 percent. The idea was to quantify how much consumers get when they are given a 20 percent increase of something they enjoyed.
Duracell persuaded TV networks to extend the length of their most popular programs by exactly 20 percent. This idea represented an innovation in how TV programming was scheduled and went beyond viewer expectations, thanks to Duracell's mission to provide 20 percent greater value. For example, as the credits rolled during the regular scheduled time of a popular talk show, the 'Duracell gives you more' promo appeared and the talk show host returned to surprise viewers with 15 minutes of extra content, courtesy of Duracell. The host would compare the benefits of Duarcell's 10-battery pack versus a competing brand' eight-pack. To leave a lasting impression, content that was supposed to be revealed the following episode was released early. This was the ultimate value proposition for consumers as they experienced the importance of 20 percent more from Duracell versus the regular performance from private labels.
Results
The campaign caught the attention of the nation and it went viral by consumers promoting the media blitz on various websites. The ability to leverage relationships with popular TV networks allowed consumers to feel the instant benefit from 20 percent boost in their favourite programs.
Duracell brand became the principal battery brand for the Puerto Rican consumer.
Sale shares immediately increased by 4 percent and top-of-mind awareness skyrocketed by 61 percent after the launch of the campaign.
This campaign won the 'Best Use of Television' category at the 2011 Festival of Media Latam Awards.