Company: Gillette Group Italy Spa- Brand Duracell
Event: In mall tour
Years: November-December 2003 and November/December 2004
After the success achieved in 2003, Duracell appointed again RTR to organize the second edition of the Duracell Bunny Tour. Duracell is the most used battery for toys: the company’s goal was therefore to celebrate its experience and its attractiveness by engaging with children in an important period such as Christmas time.
The tour, which started on September 30th and ended before Christmas, involved 12 of the most important shopping centers in Northern, Central and Southern Italy and lasted for 3 days in each location.
The engagement that RTR has created for the Duracell Bunny Tour was all about fun and solidarity. A promoter in Duracell clothes encouraged to buy some packs of batteries in the toy department of the supermarket; the proof of purchase allowed therefore the children to win gadgets and prizes on the Duracell boot in the gallery. Here, two hostesses dressed as Duracell bunnies and an animator entertained and played with the children: gifts, surprises, face painting and balloon sculptures were part of the engagement and a giant Bunny made the space even more colorful and captivating. The children were also the protagonists of a simple skill test that allowed them to win nice prizes: key rings, plush rabbits and souvenir photos.
The Duracell Bunny Tour was also an opportunity to get all the families who attended even closer to the world of children. In fact, at the Duracell stand we hosted the charity ABIO, the Children In Hospital Association founded in 1978, with information brochures and fund raising.
Another successful operation that confirms the considerable know-how achieved by RTR in designing and implementing dynamic promotional activities within the GDO.