ogla - energizer campaigns presentation
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
![Page 1: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/1.jpg)
![Page 2: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/2.jpg)
One giant leap advertisingEnergizer Campaign
![Page 3: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/3.jpg)
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
![Page 4: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/4.jpg)
Mission: Increase Energizer’s market share in the household battery market by
3 percent by the end of the campaign - july 2015.
![Page 5: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/5.jpg)
$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
![Page 6: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/6.jpg)
vs.
Trusted Everywhere
![Page 7: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/7.jpg)
Families gamerssecondary research
![Page 8: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/8.jpg)
Primary research
1 2 3
![Page 9: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/9.jpg)
PRIMARY research
30 Focus Group
![Page 10: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/10.jpg)
families
!
!
!Batteries are essential Key consumer
insights!
!
!Stock up on Batteries
!
!
!They trust Duracell
!
!
!Social Media
![Page 11: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/11.jpg)
GamersKey consumer insights
long-lasting & value traits1
impulse battery buyers2
social media3
![Page 12: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/12.jpg)
families &GamersKey consumer
insights
![Page 13: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/13.jpg)
Recommended target markets
primary market: battery bunch1
67.3 million
67.3 million members of the battery bunch
![Page 14: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/14.jpg)
Recommended target markets
secondary market: game-drainers2
37.5 million
37.5 million members of the Game-Drainers
![Page 15: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/15.jpg)
Advertising objectivemarketing
objective
Campaign objectives
37.9 %34.9 % 7.5 % by
july 2015
![Page 16: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/16.jpg)
sales promotion objective
public relations objective
cross promotions
objective
Campaign objectives
7 %
![Page 17: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/17.jpg)
concept testing
6 concepts s
battery bunch
41 members
game-drainers
41 members
high quality great value
dependability
![Page 18: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/18.jpg)
positioning statement
With its iconic mascot, Energizer is the loyal
battery brand that understands the
dependability that consumers value
![Page 19: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/19.jpg)
creative strategy testing
battery bunch
energizer is your best bunny
Keeps you gaming.
game-drainers
Game-Changing battery
![Page 20: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/20.jpg)
Bunny Up Campaign
Bunny Up for those who depend on you the most.
![Page 21: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/21.jpg)
Bunny up campaign
![Page 22: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/22.jpg)
Bunny Up Timeline
Campaign
kick offholiday
season end
August 2014 July 2015
![Page 23: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/23.jpg)
creative#BunnyUp
![Page 24: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/24.jpg)
Television Advertisements
$35 Million
![Page 25: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/25.jpg)
energizer commercial Battery Bunch
![Page 26: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/26.jpg)
Magazine Advertisements
Conquer Monsters.
1 Get Game Ready.
2
$2.5 Million
![Page 27: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/27.jpg)
Banner Advertisements
walmart.com
$2.5 Million
![Page 28: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/28.jpg)
energizer1 energizer bunny2
![Page 29: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/29.jpg)
#BUNNYUP
![Page 30: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/30.jpg)
Point of purchase displays
4,205 walmart
stores
$1.5 Million
impulse
Shop for batteries at
Walmart.
60 %
![Page 31: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/31.jpg)
cross promotions
walmart
$1,261,500
![Page 32: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/32.jpg)
cross promotions
800 locations $640,000
![Page 33: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/33.jpg)
SUSAN G. KOMEN
$150,000 Donation to susan G. Komen
#BUNNYUP
20,000 participants
$170,000
cross promotions
![Page 34: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/34.jpg)
public relations
![Page 35: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/35.jpg)
Energizer1 Energizer Bunny2
game-drainers
#BUNNYUP
![Page 36: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/36.jpg)
energizer commercial game-drainers
![Page 37: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/37.jpg)
Bunny Up GAMING EXPO
#BUNNYUP
2400 attendees
![Page 38: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/38.jpg)
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
![Page 39: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/39.jpg)
campaign evaluation
Distribute Online SurveysCompare Income StatementsCheck engagement on social mediaEvent Attendancecheck points
february 2015 july 2015
![Page 40: OGLA - Energizer Campaigns Presentation](https://reader030.vdocument.in/reader030/viewer/2022020922/5482cd56b4af9f3d2b8b4583/html5/thumbnails/40.jpg)
bunny up