See the magazine at:
BRONZE WINNER: Sinebryzchoff—Capture Your Heat
Entry Category: A Local Brand or Service in a Local Market with innovative media solutions worthy of international adaptation or of world class standards
Names to be credited with submission:
Time Period of Campaign: December 2007-January 2008
Key Insights: Based on an insight that a consumer is not buying just a drink, but a warm feeling, the strategy aimed to gain attention through an innovation that expressed the heat in a tangible, engaging way via the theme, “Capture Your Heat.”
Media Strategy: An outdoor innovation was created that literally enabled curious consumers to see how much heat they generated by allowing them to “capture their heat.” Not only did they have fun with technology, but they could directly remember a new brand.
How Could this be a Template for Other Campaigns or for World Class Standards? This interactive solution attracts attention, pushes the boundaries of communication and ensures the deeper communication between the brand and the consumer. It engages elusive, technology-oriented target groups and their friends—key in today’s socially networked world.
Results: This cost-effective campaign was able to boost Battery’s total sales by double-digits in the Helsinki target area and grow market share. Battery Heat immediately received unprecedented levels of market share for a new launch and was ranked about the top 10 energy drinks.