The media team worked with outdoor companies to pioneer two ways for Recharge to energise the medium. Media briefed the creative team on ‘movement’ in the panel & innovative ‘lighting effects’ and they created clever lines to work within them. The creative referenced ‘the energy of mosquitoes in a nudist camp’ whilst the panel showed buzzing mosquitoes. The ‘energy of a fluro bulb on the blink’ was bought to life via a flickering bulb inside the panels.

Brand awareness objectives were achieved and importantly, two independent studies showed that Recharge was perceived as “full of energy” (82% agreed). The campaign was also successful in generating trial to secure significant share of the energy category – a category where many brands had tried and failed before.