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Industry News

Published on September 2nd, 2016 | by The GC Team

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VARTA Consumer Batteries in first UK media campaign

Battery manufacturer VARTA has launched its first UK media campaign to raise awareness of the brand during the autumn/winter season.

A five-month TV sponsorship package, out-of-home advertising and mobile advertising will support the ‘Powering the Moment’ campaign, which shows VARTA batteries at the heart of family life.

The eight 10-second idents will air across 110 hours of property and DIY programmes on Discovery Network’s Home and Health, Quest, Shed and Animal Planet channels, reaching 4.9 million adults over the duration of the campaign.

Natalie Carney, UK marketing manager for VARTA, said: “This sponsorship package should really help to raise the profile of VARTA among our key audiences of families and DIY shoppers. Busy consumers often spend less than 60 seconds at the battery fixture and every brand promises to be longer lasting, more powerful and more reliable than the rest. VARTA isn’t necessarily the most recognisable brand in our market and to be really successful we need to change that.

“Our key insight is that, while batteries may not be an emotional purchase, the devices they power are. Understanding this has helped us to create a campaign that connects with consumers in a more emotional and relevant way.”

The TV sponsorship will be reinforced with 6 sheet ads in close proximity to B&Q stores and mobile ads that will target shoppers while they are close to VARTA stockists.

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