Brass celebrates with VARTA Batteries to recharge its brand proposition


Following a 4-way pitch at the end of 2018, Leeds based integrated marketing agency, Brass, has launched its first PR and social media campaign with VARTA, the German consumer battery brand founded in 1887.

The activity has taken place over the last four months, raising the profile of VARTA and allowing a new generation of consumers to be reached. The campaign aimed to improve awareness, consideration and purchase through both a high reaching hero campaign and frequent always-on activity across Facebook and Instagram. The social campaign reached over 5 million people and the PR campaign generated 58 pieces of PR coverage with 169 brand mentions.

The colourful creative visually engaged the viewer by drawing on the emotional connection they have to the items driven by batteries.

Gill Ball, Managing Partner at Brass, said: “The idea behind the campaign is to highlight some of the experiences that wouldn’t be possible without batteries and create an association between VARTA and devices that facilitate contemporary life.”

To support the social campaign and drive further reach and awareness, Brass and VARTA hosted a radio day working with Gadget Show presenter and tech enthusiast, Craig Charles. Using key research into Britain’s battery habits, the radio day utilised Craig’s influence to deliver key campaign messaging to the target audience.

Mona Chan, Trade Marketing Manager at VARTA, added: “We’re excited to collaborate with Brass to reach a new wave of consumers with some eye-catching creative showcasing our brand and the experiences we bring. We will continue to invest in our brand and product innovation to ensure we have an even stronger profile in the near future.”