It is always a tricky problem when budget for a TV campaign is very small but there’s always a way to make something creative. Visually a battery that clips onto a back of a mobile phone is not the most visual of products, especially on a TV advert but using this in context with how it affects our lives is what makes this modest product a life saver.
30 second commercials are usually the norm and putting out an advert regular enough to get noticed is also expected but airtime for a 30 second ad is expensive. Something clever had to be done and by writing four different 10 second stories covering the effect of a phone going flat whilst; chatting to loved ones, doing business, emailing or entertainment, the problem was solved. The guitar legend Simon McBride was featured in the ad.
10 second adverts are far cheaper than 30’s hence more of them could be transmitted more regularly and different story lines could be swapped at each break to keep the idea fresh and appeal to the audiences for different reasons.
This very modest ad campaign generated more than 50,000 hits on their commerce website with an increase of 500% before the campaign.
