There were two clear destinations to activate extended listener music enjoyment; radio and music festivals.On radio, callers were rewarded for the longer they could last naming unidentified tracks or humming tunes, and ticket prizes to late summer festivals abroad extended their festival season enjoyment even longer.

At nine UK festivals,the iconic Duracell ‘Powerhouse’ music tent was the last to close each night. Festival goers could also trade in inferior used batteries for free Ultra M3’s.

Post campaign tracking revealed the number of respondents associating the Ultra M3 brand with music doubled as a result of the activity.

This translated into a direct commercial outcome of 15% increase in Ultra M3 sales over the period and a positive halo sales effect across the entire Duracell range.