by Francesca Colantuoni
I am constantly fascinated by new guerrilla marketing campaigns that these days go viral and gain awareness within hours. One of the latest from Duracell seems to have captured the hearts of many Canadians. Their “Moments of Warmth” campaign is fantastic. It is a brand-building campaign for Duracell Quantum that turns the frigid Canadian weather (and chilly political climate in Quebec) into something much deeper, beautiful… and warm!
This campaign takes place in new bus shelters built by Duracell. The idea behind it is this. When it is really cold outside, bus commuters wait for their busses inside the glass bus shelters. While the shelters block out the wind, snow and sleet, the temperature is uncomfortably cold. The vibe inside the shelters is also cool- strangers rarely speak to one another while waiting for the bus. But, all this can change with Duracell. Duracell Quantum has the power to heat the bus shelter but the catch is this: In order to activate the powerful heater to heat up the Duracell bus shelter, bus waiters have to join hands (or fist pump) to create human chain. In essence, physical warmth comes with interpersonal warmth. The tag line says it all: “In Canada, we have cold winters. But we also have each other. Share the power within.”
I believe this campaign is brilliant. Let’s break it down. In addition to the virality of the communication which makes awareness for the Duracell Quantum brand, the campaign features out-of-home communication (the shelters branded themselves) to create awareness. The messaging of the campaign is crisp too: Quantum is so powerful it can heat up a frosty bus shelter - on the coldest Canadian days! The message also works at a deeper level. The bonds created by humans mirrors the way a battery connects when igniting a unit. And, not to be overlooked, there is a tremendous feel-good component for the bus commuters themselves who experience human connection and the warmth.
It is amazing to me that something as boring and utilitarian as a battery can become something endowed with human connection. Congratulations Duracell on a job brilliantly done.