Situation:

- Duracell used to enjoy high visibility in China. However, after years without having any paid media activities, its TOMA dropped significantly, especially among young consumers (TOMA aged 18-34: 3%)

Brief:

- help Duracell to regain brand awareness among GenZ

Objective:

- to raise Brand awareness among people from 18-34 years old and push sales

We designed a power-disruption specifically when viewers called for encore. To rescue the scene, the virtual Duracell Bunny appeared on the stage, by offering its batteries successfully brought back the power and made the concert lasted longer.

Target Audience:-GenZ

1. the recent disruption to life turned anxiety and stress their on-going uphill battle.

2. They love to binge-watch online concerts.

Approach:

We decided to communicate the core brand message, long-lasting power, by offering GenZ a long-lasting online concert to resonate with them. We selected the top 1 music network, TME, partnered with them holding a live-concert. We invited a Chinese rapper,Dany Lee, to host the whole concert. With her powerful performance to keep consumers’ adrenaline remain high throughout the whole concert.

Before the concert:

Celebrity filtering: a strict evaluation process containing celebrity popularity, flexibility on cooperation, type of music, personality, fan profile and cost;

Concert announcement: we designed a “funding battery” activity on Weibo, using an interactive and fun way to invite GenZ to make the reservation. To maximize the reach, four music platforms under TME released the announcement at the same time.

During the concert:

Various ways to demonstrate brand attributes during the concert across four music platforms, from choreography implants, interactive games with fans to celebrity interview. Viewers could also participate the concert via DanMu. A link to Duracell EC store was also attached on screen to facilitate purchase.

After the concert:

Dany Lee shared a post on Weibo releasing the exciting moments during the performance to recap the concert. The post also contained a link of limited Duracell black boxes to push for sales.

Total concert reservation was 250K.

Actual no. of viewers achieved 4.6Mil (benchmark for the same level celebrity: reservation-200k, actual viewers -3.6Mil).

Duracell search index overtook that of Nanfu during the concert days, with 110 and 100 respectively.

Sales: blind box added 1K+ sales for Duracell.

TOMA was uplifted from 3% to 7%.

Brand equity increased from 16% to 19%.

Purchase index rose from 37 to 41.

We also set up benchmark for celebrity performance within the battery category.