Depicting battery power in a print media is a complicated task. The medium is static, making it hard to illustrate the slowing down of movement from power drain. To accomplish our goal, we worked with Atlas magazine, part of one of the most powerful Turkish media groups, with a focus on nature and adventure, to create a special print execution. We duplicated the editorial content of the magazine with a fade-out effect (for the first time in Turkey) and ran the faded version on consecutive pages to the fully printed original content. Along the foot of both pages we ran a banner ad comparing Duracell’s power to the original, fully printed copy and the faded copy as comparable to cheaper alternatives. The effect was to show that the cheaper alternatives were not reliable at crucial times.

The special project was an outlier for our consumers who are used to seeing same executional elements in battery and Duracell communication (high performing bear icons).With this execution, we’ve laser targeted and reached 45.000 people, making them live the experience of how an ordinary battery would disappoint them, literally enabling them to “Compare Themselves”, which is almost equivalent of a comprehensive direct marketing event.