McCann Erickson brings TV characters alive for Panasonic Viera 3D TV launch

The campaign works on the idea that now, thanks to 3D technology, some of our favourite characters from TV have actually escaped from the 'reel world' into the 'real world'. Singaporeans are invited to join in a nationwide hunt to take a photo of each of the characters, and take home a Panasonic Viera 50” HD 3D TV and a pair of 3D glasses.  

The colourful cast of characters include Spartan, Vampire, Secret Agent, Astronaut, Cleopatra, Future Soldier, Scuba Diver and Pirate who have all escaped from the giant Panasonic Viera TV frame outside ION on 1 September and can be spotted at various locations including book stores, food courts, music stores and numerous shops in malls. Until 12 September, members of the public can participate in the competition by taking pictures of the escaped characters and uploading them at Panasonic.com.sg/viera3d.
 
“With the characters escaping onto the streets of Singapore from the giant TV frame outdoor display at ION, we are able to introduce the award winning Viera 3D TV to consumers in an interactive and fun way. At the same time it demonstrates the realism of Panasonic’s 3D technology and the world of entertainment in a tongue-in-cheek manner,” said Daniel Tan, director of Panasonic, Singapore.

“Innovation is the key message for Panasonic Viera 3D TV launch, and we want to bring that out using the most impactful communication possible,” said Angelique Tan, regional business director of McCann Worldgroup.

Clues for the whereabouts of the characters are given through the Panasonic Singapore Facebook fan page at Facebook.com/sgpanasonic.

Farrokh Madon, executive creative director of McCann Erickson Singapore, said that he wanted the integrated campaign to be as entertaining as the shows customers watch on the TV. “It uses a smart idea and technology to deliver an engaging experience for all Singaporeans,” he said. 

The media agency behind this campaign is Universal McCann, part of the McCann Worldgroup. 





Credits:
Client:  Panasonic Singapore
Agency:  McCann Erickson Singapore
Executive Creative Director: Farrokh Madon
Writer: Stephen Kyriakou
Art Director: Chow Kok Keong
Designer:  Jenne Hew
Agency Producer: Charmaine Wong
Outdoor & Print Production: Jacqueline Wong
Account Management: Angelique Tan, Bonnie Chia, Robin Peters, Raymond Tjandra
Clients: Daniel Tan, Clarice Tan