Procell: Meet your battery changer

Procell, a premium battery brand, globally launched a series of videos depicting the moment of disruption and relevance to break the mindset of procurement, build and convince by demonstrating which battery changers are used throughout their organisations, and deliver an immediate saving via a cost calculator, driving prospects to the website.


This is a paper about something so small, it's seldom thought about, at best an irrelevance.

A product sold to the most feared homo economicus of B2B audiences: procurement.

In a commoditised category: industrial levels of office supplies.

But, because of that irrelevance, hyper rational audience and uninteresting category, we needed something big.

So, we created a strategy that changed how procurement made decisions.

By reversing their focus from the cost of buying the product, to the hidden costs of replacing the product.

Our strategy was brought to life by 2 hapless battery changers- the employees most procurement never...

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