Battery manufacturer VARTA is launching its first ever UK media campaign this autumn.
The push includes a five-month TV sponsorship package. A total of 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 this month, reaching 4.9 million adults over the duration of the campaign.
The ‘Powering the Moment’ promotion shows VARTA batteries playing a key role in the heart of family life, whether capturing moments on camera, using a torch, or the security of knowing the smoke alarm works.
VARTA UK marketing manager Natalie Carney commented: “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 six-sheet adverts in close proximity to B&Q stores, and mobile adverts that will target shoppers while they are close to VARTA stockists.