For years,Duracell batteries used the Duracell Bunny in its television commercials.The bunny was cute,always beating a drum with the tagline,'The Duracell Bunny keeps going and going and going'.Several of the ads were humorous and people could remember the battery ad with the bunny,but for a long time,people could not name the brand of battery.The creative team that worked on this campaign spent considerable time researching consumers' usage of batteries as well as the problems they had with them.The team learned that people didn't like batteries that don't last long,and because Duracell batteries lasted much longer than competitors' brands,they decided to feature that in the execution of the ads.In which step of the creative process did the creative team read,research and learn everything they could about Duracell batteries and their competitors?

Question

Quizplus · Accepted Answer

The step where the creative team reads, researches and learns everything they could about Duracell batteries and their competitors is the immersion stage of the creative process. This stage involves gathering all the necessary information and insights to understand the problem or challenge that needs to be tackled.

For Years,Duracell Batteries Used the Duracell Bunny in Its Television