Duracell - Value for money Contest Ended

Find new impactful ways to show consumers that Duracell is the best value for money.

Start April 01, 2016 End April 10, 2016 23:59 UTC Deliberation Results May 2016
April 01, 2016
April 10, 2016 23:59 UTC
May 2016


Duracell, and batteries generally, power many of the electronic devices we rely on every day.  From our children’s toys, to our own gadgets (e.g. headphones, fitness trackers and Bluetooth accessories) to household items such as flashlights, smoke detectors and wall clocks as well as many other devices we use on a daily basis.

Whilst people often put a lot of thought into the devices that they buy, they often put very little thought into the batteries.  They know that the battery is needed to make it work but often they think that any battery will do.  As a result, when people buy batteries, they tend to be more price sensitive and they wonder if they should buy Duracell or other, cheaper batteries…

In fact, Duracell batteries do last longer and on top of this they also make our devices work better (lights are brighter, sounds are louder and clearer, movement is stronger etc.) – so the experience the consumer gets from using their device is better.  This is something consumers often do not realise since they believe this performance is dictated by the device and not the battery.

People also know that Duracell batteries are more expensive… and they think “are they really worth it”?

In some markets, Duracell advertises “Lasts 10x longer. Save More.” But this has its limitations. People have to check the prices and do the maths themselves to work out whether they actually get better value for money and it’s frankly, not very engaging for them.

Duracell would like to find more creative ways of showing consumers that Duracell is the smartest choice and the best value for money. Ready to help?

Creative Challenge

Create an ingenious and unique poster that shows Duracell as a smart way to get the best value for money.

Think about Duracell as a one of those “life hacks” that help you get more of what you want.

We are looking for a fresh perspective on how Duracell can communicate superior value in a unique, meaningful and an intuitive way to people who get so much entertainment or even security from their battery operated devices.

Please keep in mind the following:

+ There are three potential creative routes and we welcome more based on your own perspective: 

  • Feeling smart: consumers feel smart when they buy a product that is the best value for money, even if it’s not the cheapest. For example, when you buy Duracell you actually save money in the long run because you buy fewer batteries. There could be interesting ‘life hacks’ within this concept.
  • Beyond doubt: When consumers feel there is a real difference, they don’t even question the cost. Think of a morning coffee, baby food, etc. They simply want the best, in everything they buy, and the best often means the most expensive.
  • My devices are only as good as their power source: Many consumers take it for granted that their car deserves high quality fuel, or even performs better with high quality fuel. This is truly the case with battery operated devices. They perform better with Duracell.

The brand mascot, the Duracell pink bunny must play a key role in the poster. A good way to make sure he plays a key role is: if you remove it from the poster, the story does not make sense anymore.

We don’t want to use a technical approach by comparing Duracell with other batteries.

Along with your poster, please write a tagline. Also, we’d like you to provide a short text that describes your idea and how you bring to life the value of Duracell.


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

Example of a bad entry for this contest: a poster that explicitly represents a performance or price-related comparison between Duracell batteries and the other powered by un-branded batteries. There must be a new story that is meaningfully tied with the consumer’s routines.


Jury's Prize

  • #1 Prize €1,500
  • #2 Prize €600
  • #3 Prize €400


Poster with tagline on page 1 + short explanatory paragraph about your entry on page 2 (2 PDF page max.)

Winning Criteria

Concept and visuals are equally important here! Our client is looking for clever and simple ideas that depict how Duracell is value for money through a poster. Awards will go to the most original and creative ideas that make the link cleverly explicit. The ad should only work for the Duracell brand.


Guidelines for this contest

  • Entries should be in English.
  • Feature Duracell’s pink Bunny in your poster. You can find it in the toolkit.
  • Your entry needs to tell a story.
  • Do not assume any official partnership.
  • Do not use: black humor, irony, mockery, self-congratulation, comparison to other brands.
  • 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.