Admittedly, the Energizer Ecoadvanced is only four per cent pre-cherished, but it represents a great leap forward in battery technology. The agency's #WastetoWonder campaign chose a show-not-tell strategy, demonstrating how Energizer had successfully turned a waste product into something useful.
Cirkle’s response was to draw attention to the end product by creating a replica of London’s Tower Bridge – made entirely from 83,000 used batteries. The former Gadget Show presenter Pollyanna Woodward unveiled the mammoth sculpture, erected in front of the real bridge, to passers-by and media. Cirkle produced a series of arresting images, as well as a time-lapse film that showed the construction and installation of the sculpture.
Results featured widespread national news coverage including more than 40 pieces of earned media, with 100 per cent message delivery including in The Guardian, The Daily Telegraph, Mirror.co.uk and The Grocer. Social media engagement achieved 229,366 social shares within two days of the launch. The campaign helped Energizer increase market share from 21.9 per cent in the past year to 24.4 per cent in the week following the campaign.
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