duracell: power forward
DESCRIPTION
TRANSCRIPT
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