Relaunching Energizer Lights Japan

Let There be Light

Disaster season is a time of preparation for every household in Japan. People typically prepare handy bousai kits with essentials such as flashlights, batteries, raincoats, water bottles, food, etc. to evacuate their homes with in case of any emergency.

With other brands being more popular in Japan, Energizer wanted to step up its brand awareness and recall, and grow its affinity within the region, while also educating about disaster preparedness. Along with my Assistant Creative Director and Senior Designer, I proposed a creative concept that we believed would appeal to the masses, one that would surely get their attention. Manga.

What if we were to present disaster preparedness in the form of a manga. A story that would tell the tale of the fight between darkness and light, with Mr. Energizer and Energizer Lights products at the centre of it. I wrote seven chapters of a manga named Let There be Light which was translated in Japanese, and released monthly on Energizer Japan’s website. An interesting collaborative project that took a few months to complete. You can read Chapter 1 in English below, and the full manga in Japanese here.

To create engagement and generate sales, we launched a promotion where every Energizer product purchased would give the customer the chance to win adventure gear such as the bousai kit, a camping set and navigation device. All they had to do was scan the QR code on the product pack to go straight to the website and fill out their details to enter the draw.

They had three chances to enter the draw, which we reminded them about with emails each time they made an entry.

The first (Email 1 below) telling them they had two more chances to enter and win. The second (Email 2 below) reminding them they one last chance, and, to conclude, the third (Email 3 below) letting them know they’ve used up their chances.