Winner: Citizen Relations - Duracell Quantum
When Citizen Relations was tasked with launching Duracell's new Duracell Quantum battery, they asked a simple yet important question: If we created this powerful battery, isn’t it our responsibility to ensure it gets into the hands of first responders? After all, those first responders protect our families, our homes, our communities, and they rely on batteries to power their life-saving equipment.
With this in mind, the agency and brand decided on a lofty goal: Donate one million Quantum batteries to first responders around the country.
Knowing that first responder content is extremely engaging for Duracell’s fan base, Citizen produced the "Quantum Heroes" video series. The series was hosted by Tim McGraw, and it shined a spotlight on first responders and amazing rescues.
The team at Citizen crafted a media strategy to amplify this content, setting up exclusives with major business and entertainment publications such as the New York Times, Mashable and Entertainment Tonight. They also hosted an event at an iconic firehouse that featured remarks from the FDNY commissioner, Duracell and Tim McGraw as well as a screening of the first "Quantum Heroes" video. A Duracell Quantum truck inspired by the video series was there to symbolize the battery donation delivery as well.
In just one week, the program garnered coverage in a wide variety of genres across 150 outlets such as the Los Angeles Times, Eonline, People.com, Huffington Post, AOL, USA Today and ESPN.com, earning 1 billion media impressions.
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