Media > Use of Media
ACDELCO BATTERIES
McCANN-ERICKSON BRASIL, Sao Paulo / GENERAL MOTORS / 2002
Awards:
Overview
Credits
Overview
Audience
Enhance and consolidate the image positioning of AC Delco batteries, as a premium product.Support retail activities in a strategic place.
CampaignDescription
Enhance and consolidate the image positioning of AC Delco batteries, as a premium product.Support retail activities in a strategic place.
The agency identified an opportunity to create a campaign for ACDelco batteries related to the energy crisis.
The idea: some billboards were built and powered by AC Delco batteries. While all OOH media was turned off, the AC Delco’s boards had its visibility enhanced in the darkness.As result, after one month the sales increased to 15%. The media team together with technical people from the media owners, put together all their efforts in order to make the idea available in a record time. The year of 2001 was marked in Brazil as the most severe energy crisis in the country. At that time, an energy rationing campaign was implemented across the country. During this time, the city was very dark due to the public illumination was reduced up to 60% and all the OOH media connected to the public energy had to be turned off after 6 PM.
This project is a winner because it used the main battery property, the energy, in a very appropriated moment and even better, with a very low investment.
Execution
The media team together with technical people from the media owners, put together all their efforts in order to make the idea available in a record time.
Idea
The year of 2001 was marked in Brazil as the most severe energy crisis in the country. At that time, an energy rationing campaign was implemented across the country. During this time, the city was very dark due to the public illumination was reduced up to 60% and all the OOH media connected to the public energy had to be turned off after 6 PM.
This project is a winner because it used the main battery property, the energy, in a very appropriated moment and even better, with a very low investment.
MediaStrategy
The agency identified an opportunity to create a campaign for ACDelco batteries related to the energy crisis.
The idea: some billboards were built and powered by AC Delco batteries. While all OOH media was turned off, the AC Delco’s boards had its visibility enhanced in the darkness.As result, after one month the sales increased to 15%.
OtherCredits
Angelo Franzao Neto VPE Media Director McCann-Erickson
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