Advanced Television

Duracell scores with Amazon and Chelsea FC

December 4, 2019

By Colin Mann

Duracell became the first advertiser football fans saw when they tuned in to watch Amazon Prime’s debut broadcast of live English Premier League (EPL) matches on the evening of Tuesday December 3rd.

Signalling Duracell’s continued appetite to market their brand within sport, the new ten-second spots promote its mobile device charger, the Power Bank, to football fans up and down the country as part of a new Power On campaign that launched in October 2019.

The spot features the Duracell Bunny reassuring supporters they can stream all the football they want thanks to the Duracell Power Bank 6,700 MAH charger, which contains up to three full charges.

The activity will be supplemented by an innovative digital-first collaboration with Chelsea FC, the first of its kind for the club, that will see the Power Banks also promoted across the Premier League club’s digital and social channels, using content filmed with three of their players – Mason Mount, Michy Batshuayi and Callum Hudson-Odoi.

The partnership with Chelsea FC was brokered for Duracell by ESA member Hill+Knowlton Strategies, as part of its Sport+Partnership Marketing team’s ongoing work for the brand. Sports data and strategy experts and fellow ESA member Two Circles were working with Chelsea FC.

The launch of the content will coincide with Chelsea FC’s match against Aston Villa on December 4th, one of the 10 Premier League matches to be broadcast on Amazon Prime throughout the week.

“Reflecting our focus on young consumers and live, unmissable viewing, the chance to put our Power Banks front and centre of Amazon Prime’s much anticipated broadcast debut of live Premier League action was an opportunity we couldn’t afford to miss,” admitted Tatiana Wijeyaratne, Marketing Manager at Duracell UK. “Live streaming is one of the biggest drains on the battery life of mobile devices, so our Power Banks should be the ideal accessory for football fans planning to catch all the action on the go. They really will help them watch the football for longer.”

“It’s vital that we aim to stay ahead both on and off the pitch,” added Chris Townsend OBE, Commercial Director at Chelsea FC. “We’ve always had an appetite to break new ground with not just the type of brands we work with, but also how we work with them. This bespoke collaboration with Duracell which runs around our home game against Aston Villa mirrors the way brands like Duracell want to market their products and buy their media – around new campaigns and at peak sales moments.”

“We see targeted campaigns like this as compelling alternatives to brands simply investing in the same old tired digital media inventory that comes and goes, but lacks any real bite or impact.”

Duracell’s digital media package with the club includes content featuring the Power Bank and some of Chelsea FC’s first team players; full distribution throughout its website, app and social channels, which have a combined reach of more than 200 million Chelsea fans; and then followed up by thorough evaluation and reporting.

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