Duracell: Power Forward

Molly AlexanderAlyssa NicholsSuchanun OvathanasinCarlee ThomsonKara Whytas

Background

2013 Silver Anvil Award winner Superstorm Sandy

› Affected 24 states› Destroyed towns, homes, businesses

Alabama, Missouri, Maryland, then Northeast Tri-State area

Batteries, flashlights, charging stations, source for TV broadcast, connected loved ones via Satellite phone and WiFi

Previous Research

Duracell/Harris Interaction research findings› 62% said disaster preparedness was a

personal priority› 64% said they think they are prepared

BUT…› 64% of adults in America's 10 largest cities

don't have disaster plans in place› Only 30% of New York residents said they

have disaster plans in place

Research

Research before disaster relief efforts› “Tide Loads of Hope” › May 2011: Power Relief Program featuring

the Power Relief Trailer Research concerning Superstorm

Sandy› Collaboration with FEMA › Reviewed consumer feedback from past

disaster relief efforts and implemented the Rapid Responder and Community Center

Campaign Objectives

SMART Objectives

Amplify “trusted” brand equity by delivering relevant and meaningful power relief solutions to communities in the Northeast, during a time of critical need after Superstorm Sandy

Increase consumer awareness of brand’s trustworthiness by delivering power relief solutions during Superstorm Sandy by 10% by the end of the campaign

Expand on previous power relief efforts, visiting more towns and touching more consumers in need than ever before

Increase number of cities/towns receiving power relief from previous efforts by 10% by the end of the campaign

Leverage a wide variety of consumer touch points to spread awareness about relief locations (understanding the desired target audience was without TV/Internet but was looking for information on their mobile devices and/or was connected to friends and family who could relay information)

Increase awareness of relief locations by utilizing various methods of communication available to those without power and/or friends and family with the ability to relay information by 10% by the end of the campaign

Strategies/Tactics

Social Media/News Coverage

Networking

Effort Expansion

Evaluation

More than 10,000 visited Power Forward Fleet

More than 150,000 batteries donated Estimated 1,700 mobile devices charged Over 235 million media impressions 5 million Facebook impressions, 62 million

likes, 4 million shares, nearly 2 million comments

3.7 million Twitter impressions, nearly 600 #PowerForward tweets

Lessons Learned

Learned from “Tide Loads of Hope” campaign and improved upon their idea

Create awareness for disaster preparedness to prevent large relief efforts

Help publics worldwide