Media > Use of Media
CLOCK
OGILVY & MATHER SANTIAGO, Santiago / PROCTER & GAMBLE / 2006
Awards:
Overview
Credits
Overview
Audience
The idea was so different and innovative that the announcers at the match made a mention of the ad every time it went on , they liked it so much they commented on how creative the idea was.
CommunicationGoal
Create a graphic sponsorship banner to communicate that Duracel batteries last longer.
Effectiveness
During the running of the campaign, Duracell's market share rose from 73.6% to 75%.(source : Nielsen)
Implementation
Due to the expectation that time generates in a match, the target is constantly concentrated on the timer that shows how long the match has lasted. As the timer is wrecked and a hand appears to fix it changing the batteries, we achieved the impact that the brand needs.
MediaStrategy
The strategy is based on using the timer in every match due to the fact that traditional sponsorships are overlooked because they lack creativity. This is why we used the timer catching people’s attention in a different way .
SpecialCredits
Chateau Media (Media Agency)
More Entries from Best use of TV in Media
24 items
Best use of TV
CLOCK
PROCTER & GAMBLE, OGILVY & MATHER SANTIAGO
Best use of Sponsorship
THE PAULISTANO CHOIR
PFIZER, JWT BRAZIL
More Entries from OGILVY & MATHER SANTIAGO
24 items
