April 28, 2023: This year’s nominations for BCI’s Amplify Award for successful marketing and promotion campaigns attracted a varied and strong set of candidates.
That said C&D Technologies emerged as the final winner in a strong, and very varied field amid what had first seemed to be a close race.
Runners up were Clarios with an interesting campaign focusing on the US’ Hispanic citizens; Club Assist in a collaborative venture with the Canadian Automobile Association; East Penn and its Navitas Systems subsidiary with a campaign highlighting the versatility of using lead and lithium in different fashions; Envovix re-imagining traditional battery architecture; Stryten unveiling its clean energy credentials; and, Trojan emphasising the strength of its brand.
But the voting by the independent set of panellists was clearly for C&D Technologies with its ‘power of the plus’ campaign.
“Basically, it matched and exceeded most of the criteria we used in assessing the candidates,” said one of the judges who preferred not to be named. “It was a clear favourite by a long chalk, in that it named and achieved very clear objectives and goals.”
Certainly, C&D Technologies’ campaign hit one of the sweet spots in current advances in lead battery performance. The campaign was created to increase awareness and generate leads for its PLP — Pure Lead Plus — battery.
Photo: C&D Technologies chief commercial officer Laurie Oswald accepts the BCI Amplify Award from BCI president and executive director Roger Miksad and Donna Snyder, vice president for marketing and advertising at East Penn Manufacturing.