Panasonic DM CARDBOARD HEROES by Proximity Germany

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Industry Photo & Video Cameras, Accessories
Media Direct marketing
Market Germany
Agency Proximity Germany
Executive Creative Director Volker Wäsch
Art Director Daniel Daglioglu
Released April 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Date of First Appearance: Apr 1 2010 12:00AM
Entrant Company: PROXIMITY GERMANY, Hamburg, GERMANY
Entry URL:
Chief Creative Officer: Detlef Rump (Proximity Germany)
Executive Creative Director: Volker Wäsch (Proximity Germany)
Senior Copywriter: Susanne Kettler (Proximity Germany)
Senior Art Director: Susanne Klinnert (Proximity Germany)
Art Director: Daniel Daglioglu (Proximity Germany)
Management Supervisor: Rita Schumacher (Proximity Germany)
Account Manager: Janin Paulsen (Proximity Germany)
Flash/Web Application Development: Marek Lerche (Proximity Germany)
Media placement: Contest Website - Internet - 01 April 2009
Media placement: Display Ads: Flash And Video Banners - Internet - 01 April 2009
Media placement: Print: 18/1, Posters - Outdoor - 01 April 2009
Media placement: Freecards, Coaster - Ambient - 01 April 2009
Media placement: Tent Card, Flyer - POS - 01 April 2009
Media placement: Editorial Pages, Newsletter - Onsite Panasonic Website - 01 April 2009
Media placement: Pizza Carton - Hallo Pizza Cooperation - 01 April 2009
Media placement: Poster, Flyer, DVD-Covers - Video Buster Cooperation - 01 April 2009
Media placement: Viral - Seeding, Internet - 01 April 2009

Describe the brief/objective of the direct campaign.
Panasonic wanted to break new ground in communication for camcorders. Instead of typical product communication, the aim was to involve a younger target group, which is interested in film, using a viral campaign in the context of a video contest for which an attractive theme had to be found. The aim was to generate awareness and encourage participation in the contest, boost the Panasonic brand image and, in the best-case scenario, to lay the foundation stone for a Panasonic online video community.

Explain why the creative execution was relevant to the product or service.
The cardboard heroes contest had a unique visual concept that carried over the do-it-yourself theme to the look of all advertising materials and made it perceivable here as well. Using customary channels and advertising materials, the campaign made highly innovative use of viral marketing and social media. As a result, the cardboard heroes became a true campaign 2.0. By participating, crafting and filming a movie, the target group 'lived' the campaign and became a part of it while having lots of fun.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Hollywood blockbusters appeal to a mass audience, and everyone would love to become a Hollywood star, director or actor – a film hero. Panasonic made this dream come true with a video contest based on a single challenge: to shoot your own Hollywood film in a condensed version with home-made costumes and props. Become a cardboard hero! This DIY element of the concept was also expressed in the handmade look of the campaign and provided participants with even greater motivation to reveal their own creative talents.

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.
With over 200 video entries submitted, the contest target was exceeded by more than 100%. Thanks to the innovative exploitation of viral marketing and social media, the result was a 360° campaign with active target group involvement. The contest platform was instrumental in creating an active video community for Panasonic. Contest results: 250,000 visitors to the contest portal 20,000 comments Viral results: Seeded views: 180,000 YouTube views: 26,500 Total views: 310,700 Response rate: 7.28% Clicks: 6,000 direct links to the contest website