As we all know, Hurricane Sandy was quite a surprise for many people. Many are still without power in certain areas, which has put a hamper on many people's daily lives. Duracell decided they wanted to help solve this problem, so they brought charging stations into NYC and its surrounding areas to provide power for cell phones, computers, and even provided Wi-Fi so people could check email and find information on when their power might come back. Not only did Duracell help local consumers, but they also opened up their offices to employees to shower and charge certain pieces of technology.
Duracell did not necessarily have a problem themselves, but they were trying to solve their local community's problem of no power. In return, consumers became more aware of Duracell and were able to associate it as a company that is helpful, reliable, and caring. Employees gained more respect for the company they work for, which has been shown to increase employees' need to provide for the company.
The general target audience for the charging stations is anyone that has some sort of technology. More specifically, it is someone who makes the purchase decisions of the house, and someone that is reliant on technology.
This was a great PR move by Duracell. So much kindness came out of the storm, ranging from neighbors to companies, and Duracell made sure that they could provide that same kindness to not only their employees, but the entire community.
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