Creative Leader - Brand Marketing / B2B + B2C Advertising

Eveready Draw Toys To Win

Background

Batteries are a functional purchase, and there’s little point of difference in the category: although many batteries claim a longer life, it’s difficult to prove. We were briefed to drive this point of difference – to prove that Eveready were the better, longer lasting battery.

Objective

Drive reach by establishing a connection between playtime and happiness – and Eveready.

Strategy

Humanise batteries. Our insight? Parents hand their smartphones to their kids to entertain them.

Execution

Our idea was simple. With a child’s imagination, playtime is anytime. We asked children to draw the toys that they wanted for a chance to win them, positioning Eveready as the battery that facilitates family fun. We launched the experience on the Eveready Facebook page, an on pack sticker & Facebook link with photo stories using actual drawings from kids.

Results

We reached over 1.8M Australians with the message that a good value battery is connected to playtime & happiness.

6,474 visits to the website resulted in 1,715 entries for a conversion rate of 35%.

Average time spent on the site was 3 minutes and 45 seconds – spent not pushing a marketing message,  but instead driving the emotional connection that resulted in 55% of visitors opting in to receive emails from Eveready

The idea was so successful that evolved into an activation that lived beyond the original campaign, with extensions at Christmas time, & a year round activation that gave kids a chance to win a toy during their birthday month.