The secret behind Messi’s greatness? Duracell.
Our campaign revealed that the GOAT had been running on Duracell all along. When an off-brand battery sends him glitching, the Duracell Scientist steps in to restore his power.
The idea came to life across TV, social, OOH, retail and limited-edition Messi batteries. Because GOATs don’t run on just anything.
Our hero 40, which we extended into 30-, 15- and 6-second versions across TV, online video, social and programmatic placements.
Messi took the campaign straight to his fans, revealing the secret behind his power and introducing the batteries bearing his name.
We brought Messi’s signature leg tattoo to the batteries themselves, turning everyday power into a collectible for fans.
We brought GOAT energy to the battery aisle, giving fans a shot at Messi-signed jerseys and soccer balls, instant prizes, and 10 bonus sweepstakes entries with his limited-edition Duracell packs.
The film was just the kickoff. Organic and paid social kept Messi and Duracell in play before, during and after the World Cup.
In the press.
And most importantly, I got a picture with Messi and our Duracell Scientist.
