Increase awareness of E2 Lithium's claim: "the longest lasting battery in the world," while making the Energizer Bunny stand for "long lasting."

We had to make it big. We had to make it different. So we decided to make "long lasting" something that would be meaningful to our target's everyday life. We established deals with 3 top selling, Grammy Winning bands and had them create the longest song of their careers: not jingles, real songs. These songs were given freely to those who visited Energizer's site: www.sigueysigue.com (keepgoingandgoing.com).

To get the word out, we created TV spots and internet banners.

Our annual goal for site visits was exceeded in only two months. The songs were so sought after, our site was nearly overwhelmed by requests coming from links all over blogs and news articles. The buzz that organically came from this deal multiplied our advertising efforts many-fold and in the end awareness went up over 40%, as did purchase intent (63%).

One of the songs made #1 on Bolivian radio (and remained there for several weeks, beating mega-stars like Shakira). YouTube users generated cover-videos with our songs (unrequested) and those videos logged over 60,000 views. The spots and songs were watched over 210,000 times on the artists MySpace pages.