Why Duracell’s 6-second spot made YouTube’s leaderboard

Dive Brief: Duracell debuted a six-second video ad, "Slamtone," which reached No. 7 on YouTube’s list of the top 20 bumper ads , according to a post on the Think With Google blog . It’s part of the brand’s latest campaign, "Trust is Power," and was designed to reach people in bite-sized bursts on mobile as a way to complement related 30-second ads. One key challenge in developing Slamtone, Duracell’s VP of marketing Ramon Velutini said, was conveying a message of trust in just a few seconds. The ad won out against others because it paired the brand’s iconic copper-top product imagery with an audible sound the brand has used in its advertising for years. "It is unquestionably Duracell," he said. The battery brand created the video with agencies Wieden+Kennedy and Spark Communications. Dive Insight: Like Duracell, many companies are integrating microvideos into their marketing mix. Super-short video spots haven’t arrived without some controversy, but given the shifting digital landscape and more flexible ad options offered by social media platforms, interest in the six-second ad continues to grow. As more consumers shift away from TV and toward online streaming and mobile screens, bite-sized ads like Duracell’s are designed to […]

By | 2017-09-21T15:44:46-04:00 September 21st, 2017|Marketing|0 Comments