Battery brand Duracell has agreed a media buy with Amazon Prime and short-term digital content deal with Premier League club Chelsea in a campaign devised to coincide with Amazon Prime Video’s Live Premier League debut.
The media buy will see Duracell appear as the first advertiser on Amazon Prime’s debut broadcast of live English Premier League matches tonight, December 3.
The ten-second spots will promote Duracell’s mobile device charger, the Power Bank, as part of the brand’s Power On campaign that launched in October.
The media buy was negotiated directly by Duracell, consulted by WPP-owned Hill+Knowlton Strategies, as part of its Sport+Partnership Marketing team’s ongoing work for the brand.
Hill+Knowlton has been working for Duracell for more than eight years on broader consumer work and for five years on sports-related work, including the Great Run Series and the 2015 Rugby World Cup.
The advertising activity on Amazon Prime will be supplemented with a first-of-its-kind campaign in association with Chelsea, which offers Duracell bespoke digital and player access.
The one-match campaign will involve the Power Bank brand promoted across the club’s digital and social channels, using content filmed with three of their players – Mason Mount, Michy Batshuayi and Callum Hudson-Odoi.
The launch of the content will coincide with Chelsea’s match against Aston Villa tomorrow, December 4, one of the 10 Premier League matches to be broadcast on Amazon Prime Video throughout the week.
Tatiana Wijeyaratne, marketing manager at Duracell UK, said the deal reflected the brand’s “focus on young consumers and live, unmissable viewing”.
She added: “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.
“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.”
The agreement with Chelsea was brokered on behalf of Duracell by Hill+Knowlton Strategies. WPP-owned sports data and strategy agency Two Circles have also been working with the club on its digital output for the last nine months.
Chris Townsend, commercial director at Chelsea, said: “This bespoke collaboration with Duracell 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 distribution through the club’s website, app and social channels, which have a combined reach of more than 200 million Chelsea fans.
Duracell will be evaluating the approach and, if successful, considering how they follow it up with Chelsea.