Interstate Batteries
“Outrageously Dependable” (2023)
Increasing Awareness and Sales Among Women and 18- to 34-Year-Olds
Interstate Batteries set out to drive record increases in brand awareness and ROI for a product many consider a commodity. The goal was to increase awareness and sales among women and 18- to 34-year-olds—a demographic that typically doesn’t think about car batteries until they fail. Interstate Batteries needed a strategy to make their brand top of mind, even in moments of emergency.
CHALLENGE
How do you make drivers think about a car battery brand before their battery dies?
Interstate Batteries faced the challenge of making their brand memorable in a market where car batteries are usually an afterthought. Most drivers don’t consider the brand of their battery until it’s too late—when it fails. In those moments, the priority is convenience, not brand loyalty. Interstate Batteries aimed to change this mindset, particularly among women and younger drivers, by making their brand synonymous with reliability before an emergency occurs.
Solution
Interstate Batteries used humor to highlight the reliability of their "Outrageously Dependable" batteries, contrasting them with "Outrageously Undependable" drivers.
The "Outrageously Dependable" campaign was built around a series of humorous videos that aired across broadcast and digital media. These videos contrasted the reliability of Interstate Batteries with the unpredictable behavior of "Outrageously Undependable" drivers, creating a memorable and entertaining narrative that resonated with the target audience. By using humor, the campaign made Interstate Batteries more approachable and ensured the brand was top of mind, even before an emergency arose. The campaign was strategically rolled out across various channels to maximize reach and impact among the target demographics.