An event for a battery that seems to last foreverever… - Go Back
Eveready South Africa launched new batteries that feel like they last foreverever… Boomtown Strategic Brand Agency was tasked with launching the products to both trade and consumers.
Eveready Platinum, Platinum Plus and Digital Lithium were launched to the trade in 4 cities in 4 days and had the theme of long lasting. Johannesburg, Durban, Cape Town and Port Elizabeth saw long tables, extra sized food and tall glasses filled with drinks that seemed to last foreverever. A video was shown to the attendees to illustrate the evolution of the Eveready brand and its products. The events were a huge success and many buyers and traders that attended were excited for the new product.
Boomtown then arranged Eveready’s Longest Lasting Challenge that was then held in Nelson Mandela Square. The Challenge tested the lasting power of 5 contestants that were put into Honda Insight 1.3 Hybrid car for 5 days. Both Facebook and Twitter were buzzing during the activation as friends and followers tagged Eveready in posts and hash tagged #Foreverever respectively. Youtube videos were loaded covering the start of the competition, the challenges and the end. Marketing support around the event included TV, Radio and Print advertising. The Challenge was a huge success and it received quite a buzz.
A few insights from Longest Lasting Challenge:
Growth in Eveready’s Facebook following
As of Monday 11 July, Eveready had 1066 fans on their Facebook page. In one week Eveready fan base went to 2195 fans! That is an increase of 105%.
Growth in Eveready’s Twitter following
Twitter for Eveready was only started on 24 June and now has 130 followers! Eveready has tweeted 245 times and has had many @mentions. Each and every time our contestants tweeted, they had to @mention EvereadySA and also use the hash tag #Foreverever. In less than 2 days we had over 400 mentions.
Number of Foreverever.co.za hits
We had a total of 3827 visits during the week. The website was advertised on 5FM during the on air competition to get our 5 contestants for the activation and the daily live reads on the Fresh Drive during the activation.
Number of live webcam views
Our live feed on Foreverever.co.za was viewed by a total of 2850 people and clocked up about 9 full days worth of viewing…
Number of people exposed to Eveready at Nelson Mandela Square
On average there are about 46 000 people who walk through Nelson Mandela Square each day. The traffic in the square picks up heavily around lunch time and supper time. Even office workers who work in the area came down to visit the contestants in the car.
Added Value
The final call from 5FM to our winner, Elmar Grater generated an AVE of R 56 710. The event generated an AVE of R280 000.
The planning, execution, marketing support was designed and implemented by Boomtown Strategic Brand Agency.
