Energizer Canada shed some light on the power of its batteries through an outdoor campaign in Toronto-area parking lots over the holiday season.

Stacked battery decals appeared on parking lot lights at the Scarborough Town Centre and Square One shopping centres, to appear as if the batteries are powering the light.

Energizer has previously used wraps on support pillars inside the mall, but never in a parking lot.

Karyn Percival-Berry, brand leader for Energizer Canada, said the effort was to remind mall patrons and passersby that most Christmas presents require batteries.

"We wanted to do something that would put batteries top of mind in a fun and innovative way, and taking it to the outside medium," she said.

Though Energizer hasn't determined the direct impact on sales, Percival-Berry said the campaign received an impressive amount of media exposure and anecdotal feedback from consumers.

TBWA\Toronto developed the creative, while Pattison Outdoor and Mediaedge:cia worked together on the media buy.

"Energizer has traditionally advertised in malls during the holidays as a reminder that the world's most powerful batteries are the perfect power source for holiday gifts," said Colette Currin, account director at TWBA\Toronto, in a release.

"But this year we decided to apply the power of Energizer in a way that highlights the brand's innovation and versatility–demonstrating that only one battery has the power to light up a parking lot," she said.