It’s a fact – two thirds of all fire deaths occur in homes where smoke alarms either aren’t present or working. With this alarming statistic to ground us, our goal was to drive consumers to take action and prevent fires by coupling it with a seasonal hook - changing clocks for Daylight Saving time. A practice encouraged by firefighters everywhere.

Since Daylight Saving time has been receiving some flak in recent years for being outdated, a nuisance, and just plain unnecessary, we honed in on the idea that something good can come out of it: put new Duracell batteries in your smoke detectors when you change your clocks because while fires can’t always be prevented you can have the trusted power of Duracell to help alert you.

The creative idea would come to life in a tone-setting PSA, as well as in messaging delivered by our spokesperson and trusted partners.

Once Milo was contractually committed to the program, we dove into execution with just about two weeks until Daylight Saving time.

Through Duracell’s long standing relationship with the FDNY, we conducted a branded photo op and media 1:1s at Engine 8/Ladder 2 in NYC and their Fire Zone museum location. Milo conducted interviews with top-tier media including five in-studios with Today Show, Rachael Ray, Dr. Oz, Access Hollywood, and APTV. The content we created was in the form of a light-hearted, engaging and informative PSA that Milo lent his voice to. The video lived on Duracell’s social channels with paid support. As Daylight Saving time approached, we simultaneously worked with nearly 50 parenting and lifestyle influencers to share the PSA on Facebook, Twitter, and Instagram. Some partners also shared content of them putting new Duracell batteries in their smoke detectors while including a swipe up link to purchase at Walmart.

By working quickly and efficiently to hijack two major moments and pull through Duracell's brand message clearly, we delivered a timely, relevant campaign for our client that bolstered amazing results.

Media Outputs:

- Media Placements: 5,338

- Media Impressions: 1.5 Billion

- 1:1 Interviews: 17

- Message Delivery: 100%

- Tone: Positive

- CPM: $0.34

Business Outcomes:

- Sales: From March 5 to March 11, 2018 Duracell saw a significant lift (17%) in battery sales, vs. previous periods