Energizer powers up with TV sponsorship blitz Danielle Veldre
ENERGIZER Australia has launched two major television sponsorship campaign’s tying the brand in with Network Ten’s Big Brother and Seven’s Buffy the Vampire the Slayer.
The company is using its association with Network Ten’s Big Brother to launch a major marketing campaign comprising several elements including tailored Big Brother ads featuring fake Big Brother audition tapes, a sales push to specially marked packs of Energizer batteries.
On the Seven Network it has its Energizer e2 Hour of Power sponsorship of Buffy.
The Big Brother commercials were created to direct Big Brother fans to a Web site to see exclusive footage of the best Big Brother audition tapes, achieved by entering a special code only available on specially-marked packs of Energizer Max batteries.
The creative idea behind the campaign was that the Big Brother audition tapes were “so bad, they were good”. So a series of six 15-second fake audition tapes were created, with, as they say, hilarious results.
Energizer marketing director David Pattinson said the sponsorships of Big Brother and Buffy represented ways to incorporate the brand into appropriate programs.
“We’ve identified a couple of really good opportunities where we can integrate ourselves with the program, and do more than just normal advertising,” he said.
Credits: DDB Sydney, writer Michael Lee, art director David O’Sullivan.
