Duracell Times Square SmartPower Lab

Best Multidiscipline Campaign

Duracell Times Square SmartPower Lab
Agency: The Integer Group
Client: Duracell, a Procter & Gamble Brand

Duracell was coming off of a very successful 2008 campaign. It wanted to repeat that successful program in 2009, but it also had a new story to tell. On New Year’s Eve 2009, Duracell wanted to be known as the brand that powered both the new year and the new decade, not only with batteries, but with their expanded line of wireless charging devices and other forms of portable power.

The brand came back to New York’s Times Square with its pop-up SmartPower Lab, in which visitors who came to New York from all over the world during the holiday season pedaled “Power Rovers” – bikes that generated energy that was then stored and used to light up the 2010 numerals as the ball dropped on New Year’s Eve.

More than 40 celebrities participated in the pedaling, which started on Black Friday. The event was covered by more than 200 media properties; an Information Jockey hosted several events and tracked the energy capturing progress on a blog; and the big event was covered on NBC’s Carson Daly New Year’s Eve Special.

Billboards, newspaper ads, online banners. a national TV campaign, a coupon distribution program and postcards of visitors standing in front of the 2010 numerals generated buzz. Key drug retailers displayed Duracell Charging Stations and allowed shoppers to charge their cell phones while they shopped.

In total, the promotion hosted more than 150,334 visitors; generated 35,040 watt hours of energy – nearly four times as much as the prior year; generated over 905 million media impressions; got people to post 11,848 photos on Facebook; and extended the average time spent with the brand increased from 30 to 32 minutes.

Go Back to the 2010 Pro Awards