Energizer Canada is hoping to inspire the next generation of innovators with its latest campaign, “Join Our Journey.”
The campaign promotes Energizer’s new EcoAdvanced AA battery, made with 4% recycled batteries. The company calls the product a world-first innovation, since recycled batteries previously had little to no economy value.
“Through research, we learned consumers want high-performance, more responsible products and our vision is to get [from 4%] to 40% by 2025,” said Michelle Hodd, senior brand manager at Energizer Canada.
“So it’s a journey for us… Join Our Journey is Energizer Canada’s way of celebrating and showcasing the importance of STEM [science, technology, engineering and math] to Canada’s next generation of thinkers and innovators, so that we can make more innovations like EcoAdvanced batteries possible in the future.”
The campaign, developed with Toronto’s FleishmanHillard, centres on a contest inviting kids (ages five to 12) to submit drawings of their “dream creature.” The winner will work with STEM experts to bring the battery-powered toy to life through 3D printing. The winner will also receive a $10,000 RESP contribution.
Parents can submit their kids’ drawings at JoinEnergizer.ca. Five applicants will be chosen to create a video explaining why their creature deserves to come to life. The videos will be posted to the Energizer Canada Facebook page and open to a public vote. The video with the most votes and best score in judging criteria will win the grand prize.
Last fall, Energizer worked with two children to help turn their “dream creatures” into real toys. A video of the their creations coming to life is being used to promote the contest, in addition to digital advertising and in-store activations. A product spot featuring kids’ creations coming to life, created by TBWA\Chiat\Day in California, is airing nationally in Canada.
Energizer Canada also worked with DDB (in-store marketing), Simon Pure (experiential) and MEC (media buying) on the campaign.
