Cannes Lions
OGILVY & MATHER SANTIAGO, Santiago / PROCTER & GAMBLE / 2006
Awards:
Overview
Entries
Credits
Execution
Due to the expectation that time generates in a match, the target is constantly concentrated on the timer that shows how long the match has lasted. As the timer is wrecked and a hand appears to fix it changing the batteries, we achieved the impact that the brand needs.
Outcome
During the running of the campaign, Duracell's market share rose from 73.6% to 75%(source: Nielsen).
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