Advanced Power Solutions is a leading manufacturer of high-quality batteries. Their mission is to provide easy, safe, and sustainable mobile energy solutions and create a powerhouse of brands that enhance consumers' daily lives, with a strong emphasis on environmentally-friendly production. APS has powerful battery brands under its wings: Panasonic, eneloop, Blaupunkt, and itson. Each with its own focus and diverse product offerings.
itson
Creative idea & strategy, Video production, Media & campaign strategy, Performance
The challenge
How do we launch a battery brand with an eco-conscious vision, targeting a broad audience that values a sustainable lifestyle?
The insight
With a focus on the young, urban audience, we highlighted the sustainable vision that looks beyond tomorrow. Because only by doing so can you leave the least harmful footprint behind. ‘An other kind of footprint’ builds on this aspiration and broadens its previously negative societal meaning. The campaign inspires by showcasing the positive impact that this conscious shift brings. It’s proof that you can leave a place or a person better than you found them.
The core creative idea
A complete digital funnel supported by an emotional peer-to-peer layer. This was reflected in the branded campaign videos, which approached the target audience in a thoughtful way. The second phase was characterized by sustainable and functional key benefits—translated into consideration and conversion ads—that positioned the brand against its competitors. Fightclub and itson launched ‘An other kind of footprint’ in Germany, France, the UK, and Poland.
