We drove record increases in brand awareness and gross profit ROI for something many people see as a commodity. See, Interstate Batteries wanted to increase awareness and sales among women and 18- to 34-year-olds. The problem was most drivers don’t think about their car batteries until they die. The batteries, that is. In that moment of emergency, drivers care less about “brand” and more about “just-fix-it-now” convenience.

Our way in was humor. We contrasted Interstate’s “Outrageously Dependable” batteries with “Outrageously Undependable” drivers in hilarious videos which ran across broadcast and digital media. It worked. Brand awareness increased 13% YoY and our paid media effort increased gross profit ROI by 35% since the campaign launch.