Duracell: Teaming up with Amazon + Chelsea to land ‘industry first’
When challenged with creating a distinctive campaign to promote Duracell’s new Power Bank mobile device charger in the run-up to Christmas 2019, H+K got the industry talking when it announced a 3-day digital partnership with Premier League side Chelsea, supported by spot buys with Amazon Prime – as they broadcast their first ever English Premier League games.
The team knew Amazon’s debut streaming of English football (Dec 3-5, 2019) was a much anticipated sporting and cultural moment and would attract huge attention. It also had a clear insight that live streaming was one of the biggest drains of mobile device battery life. These two points presented a unique opportunity for Duracell to promote its new Power Bank mobile device charger to football fans at a genuine ‘point of need’, enabling them to watch these games on the move and without the threat of running out of power.
The results were compelling. Chelsea’s channels showed engagements reached 429k (target 350k); ad impressions topped 1 million (target 1m); pre-roll video 100k (target 100k) and video views 2.2m (target 2m). Corresponding searches for Duracell and Duracell Power Bank increased by 40% and 50% respectively, leading to an increase in sales on Amazon across the three days of the campaign, with a halo effect continuing across December and into Christmas.