Discover how VML helped Procell brilliantly exposed the hidden costs of cheap batteries, transforming a seemingly low-value purchase into a strategic saving. We challenged the "false economy" mindset, proving that true savings come from lasting power, not just a low sticker price. Prepare to be inspired by how a bold, humorous approach redefined value and changed an entire industry's perspective.
Procell: Replace Less, Save More
Procell's clever reframe, humor and innovative multi-channel approach cracked a tough B2B category.
Client
- Procell Batteries
Office
- London
Procell highlights the true cost of battery replacements
VML was fighting against a deeply ingrained perception: Procell, a specialist battery brand, was seen as simply "overpriced." Our core audience, procurement professionals, viewed batteries as an uninteresting, low-value commodity, making purchasing decisions almost solely on initial price. This left little room for a premium message to cut through, as they also heavily relied on established, trusted brands. The challenge was how to convince businesses to invest in quality when their focus is purely on the lowest upfront cost.
The breakthrough moment came from a simple yet profound insight: the true cost of a battery isn't just its purchase price, but the hidden expenses of constantly replacing it. We realized that businesses were falling prey to a "false economy” – saving pennies upfront only to spend dollars on wasted time, labor and resources. This shifted our entire focus from the "cost-to-buy" to the far more impactful "cost-to-replace," giving us a powerful, relatable narrative to share.
Our solution was the incredibly original and hilariously disruptive "Battery Changers" campaign. We brought to life the absurdity of constant battery replacement with a humorous, relatable approach. Through engaging digital videos and direct mail, we showcased the "full-time battery changer" – a whimsical, almost annoying character who highlighted the hidden costs of cheap batteries. We even sent adorable "battery changer dolls" directly to key decision-makers, creating an unforgettable, tangible reminder of Procell's long-lasting value and sparking conversations that drove them to Google's definition of False Economy. It was simple, unexpected, and undeniably exciting.
The "Battery Changers" campaign didn't just make people laugh – it ignited a powerful shift in mindset and delivered incredible, tangible growth for Procell. We didn't just change perceptions, we transformed buying behavior, helping businesses truly save money and resources. This campaign led to a significant increase in Procell's market presence and purchasing intent, fundamentally changing their brand fortunes and proving that smart, creative thinking can redefine value in any category.
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