> December 2009 <

Eveready Powers Up

The last thing families need on Christmas day is a toy that doesn't work or a camera that lets them down. Conversely (but not surprisingly) this is Eveready's biggest sales period.

THE BRIEF

Our brief for Christmas 2009 was:

  • Maximise the Christmas selling opportunity
  • Drive share and sales
  • Traffic households to shelf in Coles, Woolworths, Big W and Kmart
  • Leverage brand ideals of "family moments"
  • Identify and promote all Eveready battery product
Advent Calendar
It’s easy to remember the presents, but if you want to keep the peace don't forget the batteries ...so remember the batteries that are the best value in toys and hi-tech devices and promote better family moments.

So, "be Eveready for Christmas"

THE CHANNELS

1 million advent calendars

Reaching 1 million core battery buying households (the Eveready "heartland") with a total of 2.3 million children under 14 years old through a national mail drop in metro and regional areas. The calendars facilitate 440 toys given away over 24 days in December on the website http://www.evereadychristmas.com.au

4 web shots

SHOPPING ENVIRONMENT

19 Westfield centres with weekly traffic of 3.47 million shoppers and delivering executions via atrium banners, floor decals, in-store POS and a branded gift wrap booth, because:

  • 70% of Australians live within 30 minutes of a Westfield
  • 70% of transactions are unplanned and made at the centre
  • Traffic numbers increase by 40% in December
  • In November 88% of shoppers have begun shopping or thinking about Christmas gifts
Giftfloor

INSTORE

All channels drive in-store to header cards, on pack stickers, wobblers and entry leaflets advocating purchase of any 2 Eveready products followed by a visit to http://www.evereadychristmas.com.au where purchasers are engaged with prizes and games on a daily basis.

POS Group Shot

THE SUMMARY

The integrated campaign is a true Shopper Marketing program that has through-the-line drivers connecting qualified household to shopping environment to shopping trolley.

Additionally it provides:

  • Longevity
  • Constant family engagement
  • Brand reinforcement
  • Prize opportunities every day for the 24 days of December leading up to Christmas

ONE MORE IDEA!

Extension is the mark of a good campaign and these floor decals will appear in Westfields connected to the centres Christmas tree and Santa set via a hand cut "extension cord" decal. Eveready really will be powering Christmas!

Betteries

Andrew Turley
Behind the Line