TIMING
May – July 2008
OBJECTIVES
By increasing brand awareness, Energizer wanted to communicate "toughness" across the product range and educate consumers that the new torch has a 30% brighter Xenon light.
SOLUTION
The Weather Channel is a trusted and reliable destination. It’s the Channel viewers turn to when extreme weather hits.
MCN and The Weather Channel provided Energizer with a 3 month campaign including engaging short form content, TVC activity, integration in to the Extreme Weather Updates and a more heightened presence during extreme weather conditions.
A 10 sec Eveready Dolphin billboard ran alongside extreme weather interstitials followed with an adjacent 30sec TVC. The Eveready Dolphin logo was also integrated into Extreme Weather Updates and again was followed by a 30sec adjacent TVC.
This combination positioned Eveready Dolphin as “tough” and resilient to extreme conditions.
RESULTS
Eveready Dolphin’s 3 month campaign on The Weather Channel provided value and continuity with targeted engaging content.
During “CODE RED” and “CODE ORANGE” (extreme weather codes), Eveready Dolphin’s strong presence was a natural environmental fit.
The Weather Channel was able to provide Energizer with extra value through a 3D animated Eveready Dolphin torch graphic which shone on the Eveready Dolphin logo during the Extreme Weather Reports. This innovative graphic was a first for the channel.