1. Showcase3
60 PRWeek October2015 October2015 PRWeek 61
ENERGIZERECOADVANCED#WASTETOWONDER
EnergizerwithCirkle,July2015
ByAlexBenady
Cirkle’sresponsewastodrawattention
totheendproductbycreatingareplica
ofLondon’sTowerBridge–made
entirelyfrom83,000usedbatteries.
TheformerGadgetShowpresenter
PollyannaWoodwardunveiledthe
mammothsculpture,erectedinfrontof
therealbridge,topassers-byandmedia.
Cirkleproducedaseriesofarresting
images,aswellasatime-lapsefilmthat
showedtheconstructionand
installationofthesculpture.
Thissummer,batterybrandEnergizer
launchedtheworld’sfirstpartlyrecycled
battery.Admittedly,the Energizer
Ecoadvancedisonlyfourpercent
‘pre-cherished’,butitrepresentsagreat
leapforwardinbatterytechnology.
EnergizerrecruitedCirkletocreatea
campaigntotakethetechnicallycomplex
storytoamassconsumeraudienceinaway
thatwaseasytounderstand.Theagency’s
#WastetoWondercampaignchosea
‘show-not-tell’strategy,demonstrating
howEnergizerhadsuccessfullyturneda
wasteproductintosomethinguseful.
Resultsfeaturedwidespreadnational
newscoverageincludingmorethan40
piecesofearnedmedia,with100per
centmessagedeliveryincludinginThe
Guardian,TheDailyTelegraph,Mirror.
co.ukandTheGrocer.Socialmedia
engagementachieved229,366social
shareswithintwodaysofthelaunch.
ThecampaignhelpedEnergizer
increasemarketsharefrom21.9percent
inthepastyearto24.4percentinthe
weekfollowingthecampaign.