Panasonic creates environmental awareness

The campaign embraces Panasonic’s vision that consumers should lead a more environmentally-friendly lifestyle.

By encouraging consumers to adopt eco-friendly habits, Panasonic aims to transform its followers into eco-champions who will in turn encourage members of their social circles to do likewise.

The campaign takes a step further than the brand’s past eco campaigns by getting fans personally involved in taking active steps toward generating and spreading awareness in helping the environment.

It is modelled after a court session where fans can put their peers on ‘trial’ for an environmental crime.

To play, Facebook users need to connect with and "Like" the game, then select at least 12 friends to place on trial. They then go through a series of questions like "Who is most likely to leave their air-conditioner on 24-hours" and pick the "guilty friend" who will stand accused on Facebook.

The campaign hopes to leverage Facebook’s extensive reach to spread Panasonic’s eco messages virally through the social networking site’s sharing mechanisms.

Evelyn Wee, marketing communications manager at Panasonic Asia Pacific, said the ‘You’re under arrest’ campaign is an interactive and personal way for its 115,000 fans to spread Panasonic’s eco messages to their peers.

“In line with Panasonic’s ‘eco ideas’ declaration in Asia Pacific, our use of social media platforms is ideal and effective in generating exponential awareness and inculcating environmentally-friendly habits,” she added.

The ‘You’re under arrest’ campaign was executed by Accomplice and digital public relations XPR, followed the huge successes of the ‘Channel E’ and ‘Make a change’ campaigns on Facebook.