With mentions of the “Polar Vortex” spiking across social channels, we saw an opportunity to create emotional engagement around Duracell’s “Power Within” campaign for our always on newsdesk platform, in a way that spoke specifically to Canadians. In one of our worst winters on record, Canadian commuters were more likely to stare at their boots or smartphones than to engage with one another. Inspired by the iconic positive and negative symbols on a Duracell battery we outfitted a bus shelter with heaters that could only be powered by a human connection, and helped Canadians find much-needed moments of warmth by sharing the power within.
Within three weeks, the campaign was picked up organically by news outlets like the CBC, Time, Fast Company and the Huffington Post, generating over 14 million earned media impressions. The video was viewed over a million times on Youtube and Facebook. 3.5 million impressions on Facebook and 1.5 million on Twitter expanded our reach.
