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Brief Published: 6 Jan 2017

Duracell Saves Christmas with Last-Minute Batteries

'Batteries not included' are three words guaranteed to send kids into Christmas meltdown. Realising its product is a scarce commodity on this festive morning, US battery manufacturer Duracell provided a seasonal emergency delivery service across the American Midwest.

In a campaign created by Wieden+Kennedy, the brand partnered with logistics service Postmates to get last-minute packs to locations in Chicago, Minneapolis and Milwaukee. Between noon and midnight on Christmas Eve, parents could head to Duracellexpress.com and request a drop-off, with the service distributing over a tonne of batteries during that time. As for reach beyond the delivery area, a YouTube clip of the day's rescue missions has so far amassed six million views.

Consumers are weary of interruptive advertising and contextless marketing messages. Contextual and brand-relevant services are a powerful way for brands to remain relevant to consumers' lives. Solving a problem in the moment builds loyalty and keeps the brand front of mind for more considered purchases.

For more on brands that use their assets to market with utility, see Mastering the Attention Economy: Social Media Week London 2016 and Marketing Alcohol to Moderate Millennials.