CASE STUDY:Driving Visibility, Education, and Sales for Duracell in the Informal Trade Sector
Case Study: Driving Visibility, Education, and Sales for Duracell in the Informal Trade Sector
How AMPD deployed an interactive, sensory educational experience in township environments to shift consumers from low-cost zinc batteries to premium long-term value.
The Challenge
As one of the world’s most recognised battery brands, Duracell was looking to strengthen its presence within the informal trade sector and support market penetration into township retail environments.
One of the key challenges identified was a perception among some shoppers and informal trade resellers that lower-cost zinc batteries offered comparable value to premium alternatives. The campaign therefore needed to do more than simply drive awareness, it needed to educate consumers, challenge misconceptions, and demonstrate Duracell’s superior performance in a way that was engaging and easy to understand.
With many purchasing decisions driven by price alone, the activation focused on showcasing long-term value while driving immediate sales and gathering valuable consumer insights.
As a leading brand activation agency, AMPD was tasked with creating an experiential solution that would capture attention, encourage participation, and ultimately influence purchasing behaviour in a highly competitive retail environment.
The Consumer Perception Trap
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Immediate Cost Bias
Purchasing choices were dominated by initial price tag metrics instead of operational battery lifespans.
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Zinc Misconceptions
Informal traders and shoppers assumed cheaper standard zinc batteries yielded comparable value scales.
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High-Density Clutter
Deeply competitive informal environments required sensory interaction to pull footfall into physical branding spaces.
Experience the Traditional Balance Scale
To show township shoppers the performance difference, AMPD sourced a traditional balance scale. Interact below to see how standard zinc batteries compare with Duracell.
Standard Zinc Battery
Prone to running dry rapidly, requiring continuous, costly replacement.
Premium Duracell
Advanced alkaline chemistry providing superior longevity and ongoing value.
The Solution
Drawing on proven global Duracell activation insights, the campaign was adapted specifically for the South African informal trade environment. The goal was simple, to demonstrate Duracell’s superior performance while creating memorable brand interactions that would support both awareness and sales.
Rather than relying on traditional promotional messaging, the activation invited consumers to experience the brand firsthand. Live demonstrations, selfie opportunities, Spin & Win mechanics, and branded giveaways created an engaging environment where product education felt natural, interactive, and memorable.
Delivered over four activation days, the campaign successfully combined experiential marketing with consumer education, helping shoppers understand the value of choosing a premium battery brand through real-world interaction.
Key Activation Elements Included:
Battery Comparison
Live battery comparison demonstrations conducted to visually present operational chemical longevity.
Balance-Scale Visuals
Interactive balance-scale demonstrations allowing consumers to feel the difference in chemistry weight.
Spin & Win Mechanics
Engagement tools to draw foot traffic and encourage crowd gathering in local retail spaces.
Insight Gathering
Direct consumer surveys taken down on tablets to gather localized pricing and purchasing habits.
Selfie Photo Ops
Branded photo opportunities and backdrops designed for township shoppers to share on social feeds.
Branded Giveaways
Promotional giveaways and merchandise to incentivize purchase orders right on the spot.
Bringing the Product Story to Life
Education sat at the heart of the campaign.
To challenge existing perceptions around battery performance, the AMPD team sourced a traditional balance scale that allowed consumers to visually compare zinc batteries against Duracell in a simple, memorable way.
As an experienced brand promotion agency, we know that seeing is believing. The activation allowed shoppers to experience the difference firsthand. The live demonstrations transformed product claims into tangible proof, helping build trust and confidence in the Duracell brand.
The scale demonstration quickly became one of the campaign’s most effective engagement tools, consistently drawing crowds and sparking conversations around battery performance, longevity, and value for money.
The activation footprint was strategically positioned to maximise visibility, while additional team members engaged shoppers within the retail aisles and encouraged them to visit the activation area. This created a steady flow of traffic throughout the campaign and ensured consumers experienced the demonstration firsthand.
The activation created an environment where learning felt engaging rather than instructional.
Many shoppers expressed surprise at the performance difference between battery types, reinforcing the value of experiential marketing in changing perceptions and influencing purchasing decisions.
Real Consumer Voices
I didn’t know there was such a big difference until I saw the scale demo.
— Consumer QuoteThe zinc ones die too fast; these ones save me money.
— Consumer QuoteDuracell lasts longer in my kids’ toys. I’ll start buying the bigger pack.
— Consumer QuoteConsumer Profile
The activation attracted a broad mix of male and female shoppers, including both end consumers and resellers purchasing stock for township distribution.
This provided Duracell with valuable exposure among consumers while also supporting relationships within the informal trade sector.
Campaign Results
Over the four activation days, the campaign delivered strong engagement, meaningful consumer education, and measurable commercial impact.
Consumer Engagements
Hundreds of meaningful consumer engagements facilitated face-to-face.
Sales Momentum
Strong sales momentum observed across key battery lines during trading periods.
Direct Insights
Valuable consumer and reseller data gathered directly through interaction.
Brand Awareness
Increased awareness of Duracell’s operational performance advantages.
Active Participation
High levels of participation driven through mechanics and incentives.
Point of Sale Visibility
Enhanced visibility at point of purchase within highly competitive environments.
Key Success Factors
Product Education Drove Engagement
Consumers were highly receptive to the live demonstrations and educational approach. By clearly communicating Duracell’s superior longevity and value for money, promoters successfully shifted the conversation from price to performance.
Interactive Experiences Increased Dwell Time
Photo opportunities, giveaways, and interactive engagement mechanics encouraged shoppers to spend more time within the activation space, creating additional opportunities for meaningful engagement and product education.
Strong Branding Delivered Visibility
The activation footprint was vibrant, highly visible, and strategically positioned within the retail environment. The setup successfully attracted foot traffic while creating a professional and premium brand presence.
Incentives Enhanced Participation
Promotional merchandise proved highly effective in driving participation and encouraging consumers to engage with the activation experience.
Sales Uplift Through Demonstrated Value
One of the strongest campaign outcomes was the impact of the product demonstrations themselves. By helping shoppers understand the long-term value of Duracell, the activation supported increased purchase consideration and strengthened the brand’s premium positioning.
Valuable Consumer Insights
One of the most significant outcomes of the campaign was the opportunity to engage directly with shoppers and resellers.
These insights provide valuable guidance for future campaigns, product positioning, and shopper marketing strategies.
Learnings for Future Activations
Every activation provides opportunities for optimisation. Based on campaign performance, several key learnings emerged:
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Timing Matters: The campaign reinforced the importance of aligning activations with peak trading periods. Increased foot traffic creates greater opportunities for engagement, product education, and sales conversion.
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Integrated Retail Campaigns Can Amplify Results: Future activations could benefit from additional in-store promotional support running alongside experiential activity, creating multiple consumer touchpoints and reinforcing the brand message throughout the shopper journey.
The Outcome
The Duracell Informal Trade Activation successfully combined education, engagement, and sales activation within a targeted wholesale retail environment.
By allowing consumers to experience the product difference firsthand, the campaign strengthened brand trust, increased product understanding, and reinforced Duracell’s position as a premium, long-lasting battery solution.
For AMPD, the campaign was another example of how a strategic brand activation agency can help brands connect with consumers in meaningful ways while delivering measurable business outcomes.
Whether brands are looking for experienced promotion agencies to execute nationwide campaigns or a trusted brand promotion agency to create impactful consumer experiences, the principles remain the same, create genuine engagement, demonstrate value, and meet consumers where purchasing decisions are made.
Most importantly, the campaign demonstrated the power of experiential marketing to turn product claims into real-world proof, creating meaningful consumer connections while supporting both brand growth and commercial success.
Ready to Activate Your Brand in the South African Informal Sector?
Let AMPD construct an experiential campaign designed to capture attention, educate shoppers, and drive immediate volume sales.