Duracell Launches #powercheck Campaign

Duracell, an official Rugby World Cup 2015 tournament provider, has launched a new performance indicator to measure power and endurance throughout the competition, along with Wales captain Sam Warburton as the face of the campaign.

The campaign, named Duracell #PowerCheck, aims to help fans understand more about teams, players and key moments at the 2015 Rugby World Cup.

Working with official Rugby World Cup data providers, Opta, the Duracell #PowerCheck will track a combination of performance indicators including tackles, carries, turnovers won and discipline during the course of each game, with a greater weighting towards players that remain on the pitch for longer. 

Just like the power check on a Duracell battery, this data will be then be used to create a score out of 100.

Vicky Miller, Duracell business leader, UK & Ireland, said: “When we first thought of the Duracell brand alongside rugby, the link with power was an obvious one. However, Duracell doesn’t provide one burst of strength, it does so over a longer period than anyone else – out-powering and out-lasting the competition. That combination of power and endurance is crucial in rugby too, and the Duracell #PowerCheck celebrates that.

“The Rugby World Cup 2015 will be the first time that Duracell has sponsored a global sports event of this stature and gives us a fantastic opportunity to reach our consumers in the UK & Ireland as well as other key markets such as Italy, South Africa, Australia and New Zealand.”

Richard Crouch, head of rugby at Opta, added: “Performance data plays a huge part in all professional sport. Duracell is bringing that data to life with a unique and engaging perspective. This will provide a great introduction to the sport for those that are new to rugby and will provide rugby fans an original and interesting perspective.”

The brand has signed up Wales and British Lions captain Sam Warburton, who was ranked as one of the leading players by the same system during the 2011 Rugby World Cup in New Zealand.

Find out more about the campaign at Sport Industry TV.

“Rugby is a game built around power, but it’s not just about explosive hits” explained Warburton. “The untold story of power over a six week tournament like the Rugby World Cup is the ability of players to keep going harder and longer than anyone else.”

“This was one of the reasons that I was keen to work with Duracell on this campaign. Duracell is well qualified to tell the story of power and endurance and the creation of the Duracell #PowerCheck will offer families and sports fans a new way of understanding the sport and watching and enjoy this great tournament.”