Battery Wars: Print or TV, which Creative Wins?

Posted by Gary Getto on Aug 14, 2015 10:14:00 AM
Two very different creative approaches. Two very different mediums. And the same creative effectiveness score for each!  See how Energizer and Duracell battle it out.

Energizer used a highly-informative sustainability print ad to present the benefits of its new Energizer Eco Advanced batteries.

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Duracell used an emotion-wrenching :15 second TV creative to promote the long-life of its Quantum batteries. (Click to play)

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Both ads had exceptional ad effectiveness results with scores 30% above average and even higher calls-to-action. The KPI differences below are not statistically significant. 

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After benchmarking more than 100,000 ads across all media types, we’ve learned that every media type has the ability to generate equally strong communication impact. Strong creative is the key.

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ABX provides ad effectiveness scores from human respondents against 14 variables and in all media types. ABX Index values are a comparison of the results of an ad versus the average of all ads in the ABX database (100,000+ ads). Click for more information about definitions and methodology. 

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