Piece #1

  • EVEREADY Book of Play - Case Study
  • Piece #2

  • EVEREADY Book of Play - Creatives
  • Piece #3

  • EVEREADY Book of Play - Results


Piece #1 - EVEREADY Book of Play - Case Study
Company:
TBWA Kuala Lumpur
Award:
AME Gold Medallion
Brand:
Energizer Malaysia
Title:
EVEREADY Book of Play - Brand Rejuvenation through Innovation
Country:
MALAYSIA
Competition:
products & services
Category:
electronics, consumer

Talent Credits

  1. Aaron Abner Ang - Senior Brand Manager
  2. Sa'ad Hussein - Chief Creative Officer + Executive Director
  3. Loh Mun Yee - Group Account Director

Campaign Summary

Today, where no one uses traditional torchlights or hardly ever bothers about the brand of battery going into their remotes, EVEREADY the Malaysian market leader in torchlights and dry cell batteries was in trouble. The market had been declining for the last 3 years, which in turn intensified the price & promo wars. EVEREADY decided it would shift focus from the price wars to growing the brand. In order to create an emotional connect for the brand we decided to reimagine ourselves and our product. Born from this was the EVEREADY Book of Play that lit up imaginations of parents & kids and revived family bonds. We dared to reimagine our offering, distribution & ended up winning hearts & wallets. Imagine a battery brand selling shadow play storybooks! This is how we transformed a product used only for emergencies to a brand of daily bonding and relevance.



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