Energizer: Let There Be Light

Marissa Anne Ganeshwaran

Battery brand Energizer grew sales, distribution and engagement in Japan with a branded manga series on social media that focused on disaster-preparedness.

Campaign details

Brand: Energizer Brand owner: Energizer Entrant company: Cheil WorldwideIdea creation: Cheil Dubai Market: Japan Sector: Sundries Media channels: Competitions & contests, Social media, Online video, Websites & micrositesBudget: Up to 500k

Executive summary

Let There Be Light is an HTML-based manga campaign that reintroduced Energizer into a market otherwise dominated by local brands (with equally loyal consumers). The multi-platform campaign saw the brand utilise a ‘blue ocean’ strategy to stand out in a highly competitive battery segment in Japan.

Energizer focused...

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