In 2009 Black Saturday became one of Australia's darkest days. 173 people lost their lives and countless others lost their homes yet today bush and home fires are still an all to common occurrence.
Fire Fighters though are considered the most trusted professionals above all others in the country*.
Duracell, considered the most trusted battery brand in the country, has supported the Australian Fire and Rescue Services for years by donating all the batteries to the service and to less fortunate households for their smoke alarms.
The challenge was Australian's didn't understand Duracell's partnership with the Australian Fire and Rescue Service and their mission to keep households safe.
We took advantage of a gap in the marketplace for a new Fire Fighter based observational documentary series 100% funded by the brand.
Firies, Powered by Duracell an 8-part documentary series was created that naturally told the story of the most trusted men and women in Australia, Firies.
The program was aired successfully in prime-time on one of Australia's three major free-to-air networks and was supported by an exclusive category media strategy around the program both on-air and online.
National share increased from years prior. The brand's 'trusted' perception was driven forward as was awareness and superiority of the product. Lastly, media value was significantly higher than traditional TVC spend.
*Source: Readers Digest Australia Most Trusted Professions, 2013