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March 2008 - Strategy Magazine
Upfront

Energizer's new digs

by Annette Bourdeau
page 8

Energizer Canada wants to get consumers thinking about batteries more. So it's overhauling its website and creating a community of user-generated household tips.

"It's a low-involvement category," explains Ian Barnett, VP, business development at Toronto-based agency Spider Marketing, which is building the site. He says the insight behind it is, "Energizer keeps your house going."

Phase one of the new site launched late last month, while phase two will debut in May, with a 3D "house" that visitors can explore, as well as give and receive tips, like how to completely use up batteries before tossing them.

Non-battery-related advice is welcome, too. For example, "In November, remember to turn your outside water off so your pipes don't burst." If users select reminders that apply to them, they'll receive email notifications.

User-generated advice will be moderated because, as Barnett says, "We want to make sure the tips we're giving to the community make sense." The new site will also include a forum where visitors can chat about household-related intel.

The URL is currently Energizercanada.ca, but may change to Energizer.ca if the company can secure the rights. Energizer will launch a campaign in the spring to drive traffic. And it will continue to run frequent contests to keep visitors coming back.

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