DieHard was launching a new car battery, the DieHard Platinum. Obviously we wanted to get people talking about batteries, and what better way than by bringing the Positive and Negative Terminals to life, each with their own distinct personality that can be tailored to broad or specific target audiences. The campaign adopted a media strategy that created a sustained presence for the brand by focusing on behavioral segments for whom battery performance can be made top of mind--Road trippers, used car owners, car gadget freaks, weather worriers.

We developed an integrated campaign combining TV, radio, interactive, and in store print assets that gave the client 3 times the number of creative units they’d budgeted for and worked seamlessly together.Eight :30 TV spotsDRTV spotFour Radio spotsSixty Interactive ad units, allowing viewers to interact directly with the web page to see different banner adsSix Pre-rollsLanding page for the websiteThree spots for viral buzzPrint assets for store signage and collateral