Duracell is all about portable power. Its product line clearly shows that, as it contains disposable batteries, rechargeable batteries + chargers, portable USB chargers and a recent collaboration with Powermat.

The brief
Persuade owners of electronic devices to buy more of the Duracell products.

Strategy
Emphasise the benefits of Duracell's portable recharging products
by
making people associate the 'Low on battery' notification with Duracell.

Insight
According to Ofcom (via Resound Digital), approximately 40% of the UK population currently owns a smartphone.
With people being so dependent on their portable devices nowadays, every time they run out of battery it feels as if it happened at te worst possible moment.

Idea
Recharge now so you'll never have to miss an important moment in life again.


*The campaign ranked among the top 15 submissions for the Dialogue Creative Academy 2012.