The goal was to make sure the consumers remember the new battery on the market through efficient methods. Instead of using conventional media such as TV/radio and print, the aim was to make the consumers widely recognise the product in a positive way, by communicating through things that they felt good about. The product needed to grow into something that the consumers actually became fond of. We have toys from our childhood days that we have treasured over the years. The miniature cars in this campaign also left fond memories in many households even after the campaign ended.

The media team developed a balloon truck that carried a huge illuminated product and arranged for this truck to be able to drive around the country. A miniature version of this truck was communicated through posters in train stations, and they were given away as presents. In either case, the product design itself was widely communicated throughout the cities and in homes through an unconventional medium.

A 9-metre battery with a backlight, loaded on to a balloon truck – this medium effectively remained in the minds of consumers, and brought high brand awareness for a low-loyalty product like batteries. The illuminated battery loaded on a truck had a great deal of impact as it appeared among the Christmas illumination of the cities. At the same time, miniature toy truck with the same design were given away through the poster advertisements, and enabled wide-spread communication ranging from adults to small children.