In the local battery market the players have poor and undifferentiated communication, durability being all the brands’ promise. Without any brand preferences, consumers bought products, not brands, based on impulse when they remembered they needed batteries. With no strong rational attribute, VARTA needed an emotional benefit to touch its consumers! So, we had to differentiate VARTA and increase its likeability for the male consumers.

Having a product whose final use is to charge with energy objects and a consumer which needed emotional incentives to recover his energy, VARTA took the mission "to charge" the consumer's batteries! We transformed the rational attribute of longevity into emotion: VARTA has so much energy that it also gives to its consumers!Supported by www.incarcatibateriile.ro blog, the campaign provided "power" through users’ contests and actions on Facebook, Twitter, sites and blogs, but also a viral on the video sharing sites, integrating all main channels of social media, offering the consumers, besides the chance to win, fun, gadgets, sports, and concerts news. In three months we obtained excellent results, although it was promoted only on partners’ blogs, without advertising support. The objectives were surpassed with 150% - over 3,000,000 users were exposed to the messages.

We based our campaign on 6 pillars:1. The campaign engine was the blog: daily filled with jokes, gadgets and tips to re-charge consumers’ batteries sustained by Facebook & Twitter accounts and endorsed by 3 well-known bloggers!2. We then had a contest asking consumers for their anti-stress methods in stories & videos & pictures.3. We gathered so many stories, that we transformed the contest into a national interest statistics!! Did you know that 1/3 of Romanian young people choose to reduce stress by books, poetry or photography?

4. Meanwhile, we recharged the journalists and bloggers’ batteries.5. We dared the Romanian managers to share their relaxing activities through personalized print materials 6. We end our campaign with an inspirational viral clip giving a smart re-energizing idea for the urban chaotic rhythm. We started with social media accounts and blog platform: filled with jokes, gadgets & energy resources.

We "provided power" for 3 months through online & print press, contests, Facebook, Twitter, forums, sites, blogs, reaching more than 3 million users, although it was promoted only on partners’ blogs, no advertising support.

Print: 1,000,000 unique readersOnline PR: almost 2,000,000 people Blog = success due to the interesting content and consumer interactivity items: dedicated game & sections, User Generated Content Over 30 blogs linked to the campaign, the referrals brought us traffic and improvement on page rankingThe contest had a high rate of participation, bringing together 1,100 stories in just 2 weeks:Great traffic on blog: over 7,000 unique visitors => visited almost 4 pages An average of 2:30 minutes spent on the site The viral video reached over 10,000 visitors in the 1st week Moreover, the flight contest winner even managed to post the FIRST Romanian Tweet, live from the airplane!Return on investment of 3:1!