We created an out-of-the-box holistic campaign which would increase brand awareness and improve the brand experience in 5 key countries. The name of the contest referred to both the sustainable battery range and its rechargeable potential.

We sent 3 young, international duos off on a 120-day hike for a sustainable charity of their choice. The teams could score points by engaging their fans on Facebook, completing weekly challenges and generating green energy in 4 cities each. The duo who reached the finish line with the highest score won their green charity a donation of €21,000. The runners-up received €2,100 for their sustainable cause.

In February 2017, we made the public aware of the contest. We reached the target group both via the press and Facebook. As a result, 318 teams signed up in phase 1. Based on predetermined selection criteria, we reduced that number to 5. The selected teams had to complete a task through which we could gauge their creative, technical and social media skills, and their ability to build a fan base. The 3 teams with the highest score gained a place in the competition. 2 weeks before the start, the participants were invited to an initiation day to get to know the organisation and the sponsors and receive all the equipment and tips they needed to succeed. The real adventure was scheduled for 23 June through 20 October, when the teams left from different cities in Europe to walk 2,100 km towards the finish in Milan.

Since the start of the campaign, the client’s reach both online and off has increased by no less than 500%. Their brand story has been shared worldwide in newspapers, on television and radio, on websites and social media. The follow-up edition starts late June this year.

Before the end of the expedition, several professional partners jumped on the train and started to actively promote the battery brand. We managed to get their support for events and POS materials, and they were happy to get their share of (media) attention. The expedition appeared in up to 362 articles, with a viewership of 32,394,392. The integrated marketing campaign garnered an estimated media value of €963,360.86.

The expedition had 18,096 followers on Facebook, with an average engagement rate of 6.36%. The dedicated website has been viewed over 116,350 times. The statistics show we reached men and women between 18 and 34 in the 5 predefined focus countries.

We exceeded all our set objectives. The client has expanded its B2B and B2C customer portfolios and is seeing a steady rise in sales. Moreover, the brand’s image is now cooler and greener than ever: thanks to brand storytelling, the rechargeable batteries are being associated worldwide with sustainability, creativity and adventure.