Convince people that Duracell offers the best value for money
Everybody buys batteries. They power many of the electronic devices we rely on every day, from our gadgets like headphones, fitness trackers and Bluetooth accessories, to household items such as flashlights, smoke detectors, wall clocks etc.
When it comes to buying batteries, people have a choice: buying Duracell or buying other batteries either from other manufacturers or private label brands. Duracell are usually more expensive because they are superior in quality and they last longer. Despite this though, people do not always buy Duracell, some feeling that it’s not worth the price.
We need to change this perception, and for this, we need your help.
The objective of this contest is to bring to life in a very impactful way the fact that Duracell offers the best value for money and is worth paying the price. You should follow one of the two routes described below for the exercise.
In a convincing poster, find original ways to show that Duracell offers value for money.
We would like you to pick one of the two creative routes listed below – don’t invent a third one – and bring to life your idea in a poster that will be used to inspire Duracell communications, and potentially online to promote Duracell batteries.
The two routes are based on real consumers’ needs:
- Cheaper batteries have expensive consequences in life: all consumers can recall times when they needed their batteries to work and they didn’t. What about that time the clock didn’t work and you were late for your appointment, for example? A small decision like which batteries to choose had much greater consequences in the end. If you take this route, the message is that this doesn’t happen with Duracell.
- Duracell is worth every €1 spent: consumers do not realize that actually, batteries don’t cost much and they get a lot of comfort and fun from their devices by spending just €1 on a Duracell battery compared to other things. For example, by powering your headphones, Duracell can give you hours and hours of uninterrupted music. That same 1 euro would only give you 4 seconds of music if you spent it on concert tickets. If you take this route, the message is that Duracell gives you much longer-lasting value than you expect compared to other items you spend money on like entertainment, food, clothes, etc.
Please find your own stories or moments and create your entry around these.
Please use Duracell’s mascot in your poster: the pink bunny. He is loved by consumers worldwide. He is playful, energetic and strong, fun-loving and mischievous. He is the enabler to ease your life and get the best for you.
In the past, Duracell has used imagery with piggy banks and piles of coins. These are a cliché to express the concept of value for money. We won’t accept anything like that on this occasion. Be creative while following one of the two routes.
Your poster should be made up of a catchy visual and a tagline. It should be one that people want to share because it’s convincing, talks about value in an interesting and surprising new way, while retaining the fun of Duracell and its pink bunny mascot.
Please explain your idea in a short paragraph of text.
People looking at your print-ad should think: “Wow, this is true! Next time I buy batteries, I will buy Duracell, I know it’s worth the extra money spent!”
The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.
An example for route 1: Your print-ad could show a situation where your alarm clock did not work this morning and you missed the very important exam you were supposed to go to. Or the remote control of your automatic garage door did not work and you got slammed by the door.
We want you to find other situations where cheap batteries have had dramatic consequences.
An example for route 2: A good print-ad could portray someone brushing his teeth with his electric toothbrush. The tagline would explain that he can get 2 months of brushing his teeth twice a day while the same euro buys him just 30 sec of descaling at the dentist.
Example of a bad idea: a poster split in two parts that shows cheap batteries on the left and a pile of coins and Duracell batteries on the right. It’s exactly what we don’t want to see.
Premio della Giuria
- #1 Premio 3.000 €
- #2 Premio 1.500 €
- #3 Premio 500 €
Print-ad with tagline and explanations.
Criteri di Vincita
The winning entries will be those that convince “pre-family” battery shoppers (people from 25 to 34 with no kids) that Duracell offers the best value for money in an engaging and positive way.
Linee guida per questo concorso
- Entries should be in English.
- Feature Duracell’s pink Bunny in your poster. You can find many renditions of the Bunny in the toolkit.
- Authorizations and licenses to use protected elements (incl. music, photos..) must include at least: (i) the right to incorporate the protected elements in new works that are derived or based upon these elements, (ii) the right to use for commercial purposes and (iii) the right to use on the Internet. You must be able to provide a written proof of these authorizations and licenses at any time.
Linee guida standard eYeka
- Non indicare alcun dettaglio personale nella tua proposta (nome, numero di telefono, indirizzo email etc.)
- Conserva una versione in alta qualità della tua reazione nel caso tu sia selezionato come vincitore.
- Il tuo media deve essere frutto del tuo proprio lavoro per essere considerato ai fini del concorso.
- Devi avere l'autorizzazione scritta di ogni autore ed attore che ha contribuito al lavoro.
- Se hai opere (musica, foto, progetti, ecc.) non di tua proprietà, indica nella descrizione del tuo lavoro se la musica e/o l'immagine o le immagini utilizzata/e è/sono o meno una tua personale creazione e riporta i link che rimandano alla licenza che ti conferisce il diritto di usarla/e.
- eYeka ti chiederà di fornire prova scritta o copia di tutti i documenti confermanti tale autorizzazione e che permettano a eYeka e ai suoi clienti di utilizzare il media ai sensi dei Regolamento del concorso.
- Tutti i media che non rispettino queste regole non saranno considerati ai fini del concorso.