Duracell - Value for money Concours Terminé
eYeka Express

Find new impactful ways to show consumers that Duracell is the best value for money.

Début 1 avril 2016 Fin dimanche 10 avril 2016 23h59 UTC Délibération Résultats mai 2016
Début
1 avril 2016
Fin
dimanche 10 avril 2016 23h59 UTC
Résultats
mai 2016
Brief

Contexte

Duracell, and batteries generally, power many of the electronic devices we rely on every day.  From our children’s toys, to our own gadgets (e.g. headphones, fitness trackers and Bluetooth accessories) to household items such as flashlights, smoke detectors and wall clocks as well as many other devices we use on a daily basis.

Whilst people often put a lot of thought into the devices that they buy, they often put very little thought into the batteries.  They know that the battery is needed to make it work but often they think that any battery will do.  As a result, when people buy batteries, they tend to be more price sensitive and they wonder if they should buy Duracell or other, cheaper batteries…

In fact, Duracell batteries do last longer and on top of this they also make our devices work better (lights are brighter, sounds are louder and clearer, movement is stronger etc.) – so the experience the consumer gets from using their device is better.  This is something consumers often do not realise since they believe this performance is dictated by the device and not the battery.

People also know that Duracell batteries are more expensive… and they think “are they really worth it”?

In some markets, Duracell advertises “Lasts 10x longer. Save More.” But this has its limitations. People have to check the prices and do the maths themselves to work out whether they actually get better value for money and it’s frankly, not very engaging for them.

Duracell would like to find more creative ways of showing consumers that Duracell is the smartest choice and the best value for money. Ready to help?

Défi Créatif

Create an ingenious and unique poster that shows Duracell as a smart way to get the best value for money.

Think about Duracell as a one of those “life hacks” that help you get more of what you want.

We are looking for a fresh perspective on how Duracell can communicate superior value in a unique, meaningful and an intuitive way to people who get so much entertainment or even security from their battery operated devices.

Please keep in mind the following:

+ There are three potential creative routes and we welcome more based on your own perspective: 

  • Feeling smart: consumers feel smart when they buy a product that is the best value for money, even if it’s not the cheapest. For example, when you buy Duracell you actually save money in the long run because you buy fewer batteries. There could be interesting ‘life hacks’ within this concept.
  • Beyond doubt: When consumers feel there is a real difference, they don’t even question the cost. Think of a morning coffee, baby food, etc. They simply want the best, in everything they buy, and the best often means the most expensive.
  • My devices are only as good as their power source: Many consumers take it for granted that their car deserves high quality fuel, or even performs better with high quality fuel. This is truly the case with battery operated devices. They perform better with Duracell.

The brand mascot, the Duracell pink bunny must play a key role in the poster. A good way to make sure he plays a key role is: if you remove it from the poster, the story does not make sense anymore.

We don’t want to use a technical approach by comparing Duracell with other batteries.

Along with your poster, please write a tagline. Also, we’d like you to provide a short text that describes your idea and how you bring to life the value of Duracell.

Conseils

Les exemples suivants sont uniquement destinés à illustrer nos attentes. Ne les utilisez pas, auquel cas votre création sera rejetée.

Example of a bad entry for this contest: a poster that explicitly represents a performance or price-related comparison between Duracell batteries and the other powered by un-branded batteries. There must be a new story that is meaningfully tied with the consumer’s routines.

Prix

Prix du Jury

  • #1 Prix 1 500 €
  • #2 Prix 600 €
  • #3 Prix 400 €

Format

Poster with tagline on page 1 + short explanatory paragraph about your entry on page 2 (2 PDF page max.)

Critères de Sélection

Concept and visuals are equally important here! Our client is looking for clever and simple ideas that depict how Duracell is value for money through a poster. Awards will go to the most original and creative ideas that make the link cleverly explicit. The ad should only work for the Duracell brand.

Contraintes

Contraintes pour ce concours

  • Entries should be in English.
  • Feature Duracell’s pink Bunny in your poster. You can find it in the toolkit.
  • Your entry needs to tell a story.
  • Do not assume any official partnership.
  • Do not use: black humor, irony, mockery, self-congratulation, comparison to other brands.
  • Les autorisations et licences d'utilisation d'éléments protégés (musique, images, etc.) doivent inclure à minimum: (i) le droit d'intégrer des éléments protégés dans un nouveau travail dérivé ou fondé sur ces éléments, (ii) le droit d'utilisation commerciale et (iii) le droit d'utilisation sur l'Internet. Vous devez être capable de fournir une preuve écrite de ces autorisations et licences à n'importe quel moment.

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