Panasonic Plasma
The Challenge
The debate over which flat panel technology is better – plasma or LCD – has raged for over a decade. But only since the development of large-screen LCDs have they truly challenged plasmas. Panasonic developed a mid-range large-screen professional 85-inch plasma featuring NeoPDP™ technology that made it thinner, brighter, lighter and more energy-efficient. The challenge was to communicate the superiority of this technology to key target markets.
The Insight
The problems associated with large screen plasmas (65-inches plus) had been energy consumption, weight and picture brightness versus LCDs. The new 85-inch Panasonic plasma with NeoPDP™ technology addressed all those issues. The strategy we developed focused on quickly communicating the ultra-thinness and lightweight of the new 85-inch plasma. A total IMC campaign including banner ads, microsite, print ads, emails blasts, brochure, sales kit and more was developed around this selling point.
The Results
The impact of the campaign was felt immediately. Strong sales of the 85-inch plasma depleted so much inventory that the client decided to go dark for two months to allow supply to catch up with demand. When the campaign resumed, sales again spiked with click-through rates on banner ads exceeding all preliminary estimates. The success of the messaging prompted the client to request a reprise and refreshment of the original campaign and further roll out to new markets.
Email
Case/Kit
Online
Brochure
Banner Ads
Panasonic Pro Video
The Challenge
The challenge was to successfully introduce Panasonic's new high definition camera, the HVX200 Compact HD Camcorder, in the midst of industry-wide format wars that fueled widespread confusion and ferocious competition. Three competitive products would be introduced nine months before Panasonic’s camera could be shipped.
The Insight
We needed to convince the professional film and television community that Panasonic's new camera was the right answer... and worth waiting for. So we launched an IMC assault centered on the message, "Hire Definition." This helped them realize that they could get more work and up-sell their services if they purchase this camera. At the time most video was SD, so focusing on the outstanding features of this HD Panasonic camera convinced the target that they could command a premium by using it.
The Results
Ten different communications tools were seamlessly blended into one compelling message including print, PR, online user forum, blog, e-mail, trade show materials and others — and it all worked. More than 10,000 units of the HVX200 were sold in the first six months alone, and production couldn't keep up.