Lumix DM LUMIX1200 by DDB Stockholm

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LUMIX1200

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Industry Photo & Video Cameras, Accessories
Media Direct marketing
Market Sweden
Agency DDB Stockholm
Executive Creative Director Andreas Dahlqvist
Art Director Lisa Karlsson
Copywriter Daniel Vaccino
Released July 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: PANASONIC
Product/Service: LUMIX
Agency: DDB STOCKHOLM
Date of First Appearance: Jul 16 2010
Entrant Company: DDB STOCKHOLM, SWEDEN
Entry URL: http://archive.lumix1200.se/
Account Director: Patrik Söder (DDB Stockholm)
Account Director: Johan Ljungman (DDB Stockhom)
Account Manager: Charlotta Hallgren (DDB Stockholm)
Web producer: Emil Tavassoli (DDB Stockholm)
Art Director: Lisa Karlsson (DDB Stockholm)
Copywriter: Daniel Vaccino (DDB Stockholm)
Web Director: Thomas Larsson (DDB Stockholm)
Graphic Designer: Patrick Emt (DDB Stockholm)
Final Art: Patrik Pagréus (DDB Stockholm)
Executive Creative Director: Andreas Dahlqvist (DDB Stockholm)
Planner: Karl Wikström (DDB Stockholm)
Media placement: Instore Material - Retailers - 13 September 2010
Media placement: Promotion Event - Fotografiska - 1 November 2010
Media placement: Website - Http://archive.lumix1200.se/ - 16 July 2010
Media placement: Print - Expressen, Connoisseur, King, Café, Sköna Hem - 19 July 2010
Media placement: Outdoor - Clear Channel - 23 November 2010

Describe the brief/objective of the direct campaign.
The strategy was to re-spark the Panasonic brand and show the superior user experience of Panasonic Lumix Cameras; in a way that truly put the user in focus. We primarily targeted existing Lumix-users, inviting 1200 amateur photographers to get 15 minutes each in a unique photo exhibition, simply by up-loading 10 pictures and creating a personal exhibition at lumix1200.se. Secondarily we aimed to recruit new users. In-store activation highlighted the new LumixG2 as “the fastest way to get your own exhibition”. Everyone who used a Lumix Camera (old or new) was welcome to be part of the project.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created an exhibition featuring 1200 amateur photographers, for 15 minutes each, during 30 days at Fotografiska – one of the world’s most well renowned photo museums. It was a personal gift-wrapped experience for Lumix users where the user-generated content literally became the event. Using lumix1200.se as a digital canvas, we asked you to up-load ten photos at the website; we then showed them on ten 50-inch screens, in a 150-m2-exhibit hall at Fotografiska, during your designated 15 minutes. The 1200 exhibitions were shown consecutively from November 1st to November 28th, alongside photographers such as Vee Speers and Annie Leibovitz.

Explain why the creative execution was relevant to the product or service.
Panasonic Lumix is a camera-series for camera lovers, and a camera that gives great results. With the Lumix1200 we not only engaged 1200 people in a unique photo experience, we also got a 30-day long live display of the superior quality of a Lumix; courtesy of 1200 personal exhibitions, and 12000 pictures, on one of the world’s most well respected scenes for photography. Focusing on the human potential of technology, we brought Panasonics tagline “Everything Matters” to life by showing what beautiful things people could create using Panasonics products.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Lumix1200 recruited 1200 people to exhibit their passion for photography and created an experience where the user-content was the media, the message, and the event. It also resulted in massive PR-effects for Panasonic. Lumix1200 was featured in all the largest Swedish newspapers, on the largest radio station and in numerous photo magazines, blogs and cultural zines. The largest Swedish entertainment channel broadcast a 2-minute long feature on the opening day. The campaign sparked an interest for the new Lumix G2, which sold out in record time. During the1200 exhibitions Panasonic Lumix went from 5th in sales to 2nd.