DURACELL | 20 Percent More | 2011
How a Battery Brand Made a TV Show Run Longer / DURACELL "20 Percent More"
To show that its batteries last 20% longer, Duracell made a real TV show run 20% longer.
The idea
Duracell teamed up with a TV station in Puerto Rico and actually extended the broadcast time of a real, popular show by 20 percent. Right at the point where the show would normally end and the credits would roll, a Duracell announcement appeared instead, the host came back on screen, and an extra 15-minute segment began. Viewers ended up directly experiencing the show running "longer than usual" for themselves.
What happened
After the campaign, Duracell's sales share reportedly grew by 4 percent, and the brand's top-of-mind awareness also rose significantly. It won a Gold Lion at Cannes Lions.
Afterthought
Instead of just saying "lasts longer" in a voiceover, they made people feel it in their bones by actually stretching out a TV show's airtime. I love how far they jumped with this idea—proving a battery's performance through something as unrelated to batteries as a show's broadcast schedule.
Awards
- Cannes Lions Gold 2011
