CASE STUDY: Panasonic puts life in entertainment with its Viera range

Aim

Panasonic wanted to establish its Viera range as Malaysia's leading brand in the competitive flat panel LED TV category. Working alongside TBWA, the company decided that the campaign's underlying concept would be to demonstrate that Viera products have the power to 'put more life in your entertainment'.

Execution

Launched in March 2009 at the Panasonic national sales convention in Kuala Lumpur, the 'No Viera, no life' campaign presented the message that life is made complete with a Viera TV due to its range of features. The convention launch included a briefing to the media, dealers and regional counterparts and the event was supported by a series of print ads in major national newspapers including The Star, Sin Chew and Utusan Malaysia and subsequently covered all major East Malaysia newspapers.

The print campaign was combined with a strong on-ground presence and roadshow featuring a range of Panasonic products, the main attraction being a 150-inch Viera plasma TV. To fully engage the audience, the roadshow featured a series of contests, gift giveaways and a Viera caravan display.

The campaign ran for a month, followed by a series of further promotions throughout 2009.

Results

The campaign's straightforward approach helped Panasonic achieve its goal of becoming market leader.From April to November 2009, sales figures for Viera increased by 120 per cent on the same period the previous year. The brand's market share hit 21.4 per cent, which moved it from the number three position to the most popular brand in the market, a crown they took from core rival Samsung over the same period.

The campaign also drove an increase in website visits by 217 per cent, increased PR value of 104 per cent and the number of visitors to the Viera caravan roadshow increased by 236 per cent, according to GfK retail audit data.

This article was originally published as part of the 2010 Top 1000 Brands report.