Duracell Powercheck Contest Ended

How can we convince people that Powercheck can help them save money?

Start December 01, 2016 End December 27, 2016 23:59 UTC Deliberation Results February 2017
December 01, 2016
December 27, 2016 23:59 UTC
February 2017


Think about the last time you threw away batteries. Were they really empty? It is hard to tell. European recycling authorities report that an astounding 1 out 3 batteries are thrown out with battery power still left inside!

Most of us throw out batteries when a device stops functioning properly, but what we do not realize is that different devices require different amounts of battery power to work. So, for example, a battery might not have enough power left to make a toy car zoom across the living room, but it could provide months of power for a remote control or a clock.

Duracell launched a premium battery called Duracell Ultra. It not only lasts longer than Duracell copper & black batteries, but it has a unique feature called “Powercheck” which allows people to check how much power is left inside the battery so they can use up all the power they paid for. On the battery, there is a strip with two points on the two ends. By pressing the two points at the same time, the strip shows how much power is left in the battery. It gives people the security of knowing how much power their battery can unleash, and this ‘inside’ knowledge encourages people to transfer batteries from one home device to another to reduce power wastage. It is also good for the planet. But most importantly, Powercheck helps people use all the power they paid for before throwing it away. No wastage = savings.

Learn more about this feature here

Duracell Ultra is 20% more expensive than Duracell copper & black batteries. Many consumers do not make the natural link between the Powercheck feature and saving money. Can you help Duracell communicate that Powercheck saves them money?

Creative Challenge

Inspire us by creatively communicating how Duracell Ultra with Powercheck saves people money they would otherwise throw away!    

Do people throw away a can of soda before it is empty? Do people throw away a chocolate bar before it is finished? 33% of consumers throw out batteries before they are empty! This is money in the bin. We need your help to make the story compelling to parents of children under 13 years old, who use lots of high-drain battery operated toys, the biggest culprits, and adults more generally.

Duracell Powercheck allows people to “read” or “see inside” a battery so they know how much power is left, and use the battery to its very end. They can do so by moving the battery from a high power device to a low power device, or checking the power before throwing the battery away. The ultimate goal is to help people save money.

Please communicate that the extra Powercheck function helps people save money through a poster with a tagline. We are open to many different creative angles to get this message across.

You know the Duracell bunny! He needs to be the central character providing the Powercheck solution to save money. Don’t focus on visualizing how Powercheck works technically. How can you show the money saved benefit without using the cliché pile of coins or piggy banks? How can you convince people to buy a more expensive battery because it saves them money in the long run?

Use a poster with a tagline to tell us your idea, and on the second page, answer these three questions:

  1. What is your idea?
  2. How does it convince people that Powercheck saves money for them?
  3. Is there any other way that Powercheck can help people save money?


The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

An example of a good entry could be a poster showing the Duracell bunny with a family in the living room. The boy takes out a Duracell Ultra battery from his toy and the bunny presses the battery. It shows 20% remaining. We can see the remaining power flying into the nearby remote control. The tagline says “Power saved is money saved”.

Bad entries are ones that show a person looking at his Powercheck battery, along with cliché expressions of savings, like piles of coins or cash, a piggy bank, a safe, or currency signs. We want to talk about it in a more insightful, clever and entertaining way.


Jury's Prize

  • #1 Prize €4,000
  • #2 Prize €2,500
  • #3 Prize €2,000
  • #4 Prize €1,000
  • #5 Prize €500


Poster with a tagline and an explanation of your idea.

Winning Criteria

The winning entries need to intuitively communicate that “Duracell Ultra with Powercheck prevents you from throwing out usable power so you can save money”. It should not be promotional, dull or cliché, but it should encourage people to re-evaluate their current behavior thanks to the Powercheck feature.  


Guidelines for this contest

  • Entries should be in English.
  • You can download the bunny image in the toolkit.
  • Bunny is playful, energetic/strong, fun-loving and mischievous. Bunny is a hero – he always wins but he wins playfully and graciously. He is also the enabler in order to make your life easier & also try to get the best for you.
  • Learn more about this feature here
  • Please only feature batteries with the unique Powercheck feature.
  • Entries should be in English
  • Authorizations and licenses to use protected elements (incl. music, photos..) must include at least: (i) the right to incorporate the protected elements in new works that are derived or based upon these elements, (ii) the right to use for commercial purposes and (iii) the right to use on the Internet. You must be able to provide a written proof of these authorizations and licenses at any time.

eYeka standard guidelines

  • Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
  • Keep the source files / working files of your entry until the winners have been announced as they may be needed.
  • Your participation must comply with the rules you accepted when you joined the contest.
  • Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
  • You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
  • Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
  • Any entry that fails to comply with these rules will not be considered for the contest.