Panasonic

Next Marketing garnered the EX Award for Best B-to-C mobile marketing campaign when it took the consumer electronics giant’s integrated Living in High Definition campaign on the road and drove a more than 1,000% increase in marketshare for Panasonic’s digital cameras among tour visitors.

Our Work Case Studies Mobile Marketing Panasonic

EXPLORE

Panasonic had developed a marketing campaign, Living in High Definition (LiHD), that planned to leverage multiple marketing disciplines to promote the concept that families could be brought together by creating and viewing HD content. For this campaign, Panasonic desired an experiential element that would bring its full suite of HD products to consumers in an impactful and relevant manner.


EVOLVE

Panasonic HD products are among the most advanced on the market yet consumers view the brand as approachable, knowledgeable and genuine. Next determined that LiHD’s experiential platform must highlight Panasonic’s technological advantages but in a manner that engaged equally the least and most tech-savvy of consumers.

EXECUTE

Ultimately, Next Marketing designed and launched a mobile marketing tour that executed approximately 900 retail and consumer events over the course of 13 months. At the center of the experience was an opportunity for retailers, consumers and media to witness HD content on the world’s largest plasma television (103”). Around this focal point, Next designed an interactive, multi-media experience that demonstrates the interconnectivity of Panasonic’s HD products in a manner that was relevant and real to consumers, retailers and the media.

EVALUATE

A focus on data collection both at and after the experience provided Panasonic a means to understand and refine the effectiveness of the LiHD campaign. By evaluating
changes in product category market share among participants, Panasonic was able to assess and enhance the effectiveness of individual product demonstrations and the weight each product was provided in the consumer’s experience. By closely monitoring purchase behavior following the experience by event location Panasonic was able to more effectively predict outcomes, leading to better site selection.