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Procell: Procell Battery Changer
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Procell, the battery brand owned by Duracell and designed for industrial and professional use, has launched a new campaign with Wunderman Thompson to showcase how its longer-lasting batteries can help businesses save money and avoid unnecessary disruption. The integrated B2B campaign, titled 'Procell Battery Changer', breaks on 14th March and runs throughout the year, demonstrating Wunderman Thompson's whole brand thinking approach across online video, digital banners, social, paid search and direct marketing, as well as trade show support. With witty creative, it aims to shift the procurement thought process by raising awareness among a business audience of batteries’ true cost beyond purchase price by highlighting the time and money implications of having to replace batteries more frequently. A 30” video spot shows a gleeful office worker revealing a great cost-saving measure to his boss. By switching to long-lasting Procell batteries, he says the firm will no longer need to pay for a full-time ‘battery changer’ and their assistant. His boss expresses disbelief that they even pay for this, while battery changers attempting to replace the office clock’s battery end up smashing it instead. The spot ends with the line: ‘Procell. Replace Less. Save More’. Another spot features an office worker who doesn’t require any battery replacements; nonetheless, the battery changers hang around. This spot features the line: ‘If you pay less for batteries, you might pay more for labor.’
Production Assistant: Yasmin Al-Jawad Related |
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