The new generations don't really think about batteries, they don't even need them now, when almost everything is rechargeable and, with so many generic brands on the market, they don't understand why it's worth investing in a premium battery with more power and longer life.

Our objectives were:

Introduce the new Duracell Optimum batteries to a new generation of consumers, in their own language; turning us into a brand associated with gaming, with such strong attributes as "Power" and "Improves game performance" that will consolidate us as the most powerful of the category.

Exceed CPG category media engagement and elevate the conversation within an entirely new audience for the brand.

Changing young consumers' perception of Duracell, redefining their expectations of battery performance and taking Duracell Optimum to the top of the battery category.

The idea was to cause a power outage within Fortnite, to create a brand experience that would connect Duracell with gamers in Mexico and test the power of the new Duracell Optimum batteries. In total darkness and against the clock, players had to retrieve the hidden batteries so that the light could return. This way, gamers would not only get to know the product, but would actually experience the benefits of this new premium battery and, during broadcasts, they would find banners linked directly to the product purchase on Amazon, which allowed us to generate sales directly from the experience.

Our target was heavy users of electronic devices, with high energy demand or intensive use, such as gamers. We had to convince new audiences why they should pay more for a premium battery, like Duracell Optimum (“more power and longer life”). That’s why we proposed an "Irresistible Connections" strategy, which aimed to be present in a place where your brand is not a natural player, but due to the importance of the attribute that you wanted to communicate (New News), the relationship with the new target would be faster. We planned the launch of this new product through a virtual Torture Test, something rarely seen in the market, which shared the spirit of the strategy: “We never give up. Neither do people, nor the battery we are".

We took control of Fortnite to create the most shocking blackout in the digital era. But we didn’t do it to place the brand, but to star in a "Total Experience".

And to make it more shocking and raise conversation, between October 28th and December 2nd, we invited Mexico’s top streamers and challenged them to complete the map in the dark and broadcast their attempts through their Twitch accounts, in order to introduce the new Duracell batteries to a whole new generation.

Each transmission was linked with banners directly to the product purchase on Amazon, which allowed us to generate sales directly from the experience. In addition, we took over the conversation on Twitch, increased earned media, and achieved different objectives with the same action, with each medium connected to the idea.

REACH:

Participants

3,423 games 2,494 players

ON TWITCH:

1,526,717 K Total Stream Views

28,722 k Max Concurrent viewers avg.

1,255,088 k Total Unique users

8,449,133 Minutes Watched on Twitch

ON AMAZON (By linking the action directly to product purchase):

New to Category Q3: +4.12% YoY

New to Category Q4: +34.60% YoY

Increase in units sold Q3: +50.32% YoY

Increase in units sold Q4: +174.88% YoY

ENGAGEMENT AND IMPACT:

Besides getting earned media through lots of notes on media and conversation on social, we achieved our main objective of presenting the new Duracell Optimum batteries to a new generation of consumers, in their own language, with a brand experience that increased sales and stablished new metrics for the brand:

+4 Brand favorability

+7 Gaming association

+3 Purchase intent.

+10 They are long lasting batteries

+5 it’s a new generation of power