We wanted to take a rational battery claim (600 photos) and turn it into a piece that created an emotional connection with the target while bringing the claim to life in a very real and attainable way. To do this, the agency challenged five professional photographers to take 600+ photos of their cities. But there was a catch – they had to do it with one camera and one set of Energizer e2 Lithium batteries in one weekend. Ultimately, the Agency’s result was a video piece for CES that showcased the imagery and clearly illustrated e2 Lithium’s competitive advantage.

As of March 1, 2006, several articles have been published as a result of the CES event:1)An article on USAToday.com ran on February 1, 2006, comparing competing brands and highlighting Energizer’s superiority; 2)An article in CE Lifestyles on February 20th, 2006 highlighting Energizer® LithiumSeveral more articles about Energizer® Lithium are scheduled for upcoming issues in trade magazines. Additionally, Energizer received 150+ requests for follow-up information regarding the program, 90 of which were from significant media outlets.