Duracell: TRUST YOUR POWER

Credits & Description:

Type of entry: Practices & Specialisms
Category: Celebrity Endorsement
Advertiser: PROCTER & GAMBLE
Product/Service: DURACELL
Agency: SAATCHI & SAATCHI New York, USA

Client: PROCTER & GAMBLE
Product: DURACELL
Entrant: SAATCHI & SAATCHI New York, USA
Type of Entry: Practices & Specialisms
Category: Celebrity Endorsement
Entrant Company : SAATCHI & SAATCHI New York, USA
Advertising Agency : SAATCHI & SAATCHI New York, USA
PR Agency : CITIZEN PR New York, USA
Production Company : PARK PICTURES Los Angeles, CA, USA

Cco: Peter Moore Smith (Saatchi And Saatchi/New York)
Creative Director: Garrett Jones (Saatchi/Saatchi/New York)
Creative Director: Billy Leyhe (Saatchi/Saatchi/New York)
Senior Copywriter: Lincoln Boehm (Saatchi/Saatchi/New York)
Art Director: Nathan Wigglesworth (Saatchi/Saatchi/New York)
Chief Production Officer: Tanya Lesieur (Saatchi And Saatchi/New York)
Director Of Content Production: John Doris (Saatchi And Saatchi/New York)
Senior Producer: Danny Miller (Saatchi/Saatchi/New York)
Director: Ag Rojas (Park Pictures)
Director Of Photography: Linus Sandgren (Park Pictures)
Executive Producer: Mary Ann Marino (Park Pictures)
Line Producer: Gabrielle Yuro (Park Pictures)
Editing Company: Shane Reid (Whitehouse Post)
Assistant Editor: Keith Hamm (Whitehouse Post)
Producer: Jonlyn Williams (Whitehouse Post)
Producer: Kristin Bransetter (Whitehouse Post)
Executive Producer: Joni Williamson (Whitehouse Post)
Sound Design/Mixer: Rommel Molina (740 Sound Design)
Sound Designer: Nick Interlandi (740 Sound Design)
Executive Producer: Kate Vadnais (740 Sound Design)

Describe the campaign/entry:
The campaign started with a brief to simply tell a story of power and perseverance that would resonate with the world and connect that power to the brand. After a little bit of digging we came upon the miraculous story of Derrick Coleman. Most people had never heard of him. Fans of the Seahawks didn't realize they had a deaf player on their team. It was the perfect opportunity to inform the world while also telling a message. And furthermore, we found that in a lot of ways he personified the power of Duracell: he never quit, and flew under the radar. He was driven by power but wasn't seeking attention – which is also the football role of the fullback in many ways. From concept to completion, production took a total of three weeks. We shot over the course of two days, edited for three, and the day we finished it was posted online – which also happened to be the day before the Seahawks first playoff game.

Describe the brief from the client:
The goal of the PR campaign was to deliver a strong ROI against the our creative by generating mass awareness of the Coleman video. We wanted to dominate the conversation around the playoffs and Super Bowl with this powerful story of resilience. Research was undertaken to identify key influencers, media and fans of the NFL and Seattle Seahawks who would seed out the video. Similarly, we identified key groups and organizations within the disability space that would have strong ties to the message of overcoming the odds.

Results:
Over the course of the Seahawks miraculous Super Bowl run, the film accrued over 24 million views online, as well as over 3 billion earned media impressions. The campaign also led to a direct and visible spike in Duracell hearing aid battery sales. That first weekend the brand saw a 20% increase in sales! Fans weren't being passive viewers either, they were interacting with the video; sharing, commenting, posting, and creating forums to discuss and dissect it. One day after being posted online the film was the top video on Reddit and had multiple user generated forums dedicated to it and its powerful message.

Execution:
The video was initially seeded out to key influencers to share with their communities. The reaction was immediate and hugely positive, and generated enough conversation for the The team to reach out to national media outlets and share the video as a "viral" asset. The campaign received an organic boost when the father of a nine-year-old girl who is also hearing impaired tweeted a photo of his daughter to Coleman. The The team quickly organized a surprise meeting on “Good Morning America” where Coleman presented the family with tickets to the Super Bowl, courtesy of Duracell. Another news cycle was created, and we continued to secure exceedingly positive placements through Super Bowl and beyond.

The Situation:
The goal of the PR campaign was to deliver a strong ROI against the agency creative by generating mass awareness of the Coleman video. The agency wanted to dominate the conversation around the playoffs and Super Bowl with this powerful story of resilience. Research was undertaken to identify key influencers, media and fans of the NFL and Seattle Seahawks who would seed out the video. Similarly, we identified key groups and organizations within the disability space that would have strong ties to the message of overcoming the odds.

The Strategy:
The PR and social campaign was built to ensure that the video was embraced by key influencers, media and NFL fans, who would seed out the message to their communities from the start. The agency managing the dissemination of the message and maintained momentum by proactively creating and identifying additional national media opportunities for Duracell's "Trust Your Power" series and Derrick Coleman. To amplify the message beyond the sports community, the team also planned a mom blogger tour with Derrick Coleman’s mother, May Hamlin.