Panasonic Digital, Case study 28 DAY PERSECUTION OF ROMMY GULLA by The Campaign Palace

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Industry Electronic Devices & Home Appliances
Media Digital, Interactive & Mobile, Case study
Market Australia
Agency The Campaign Palace
Copywriter Hywel James
Designer Casey Frendin, Samantha Hornitsky
Editor Bruce Flint @ Firstlight
Production Film Construction
Director David Wood
Production Suede
Released June 2012


ADC Awards 2012
Integrated Integrated, Campaign Bronze

Credits & Description

Category: Direct Response Digital: Websites, Microsites & Banners
Product/Service: BTW 800 DIGITAL RECORDER
National Chief Creative Officer: Reed Collins (The Campaign Palace)
Assistant Creative Director/Art Director: Gerhard Myburgh (The Campaign Palace)
Copywriter: Hywel James (The Campaign Palace)
Designer: Samantha Hornitsky (The Campaign Palace)
Agency Producer: Stefan Puskar (The Campaign Palace)
Group Account Director: Toby Mckinnon (The Campaign Palace)
Director: David Wood (Film Construction)
Production Company Producer: Warwick Boulter (Film Construction)
: Post Production (First Light Digital)
Editor: Bruce Flint
: Audio House (Gas)
Digital Account Manager: Karin Hansen (Suede)
Information Architect: Ralph Wayment (Suede)
Digital Design Direction: Hallvard Nakken (Suede)
Social Media Strategy: Tom Williamson (Suede)
Designer: Casey Frendin (Suede)
Front End Developer: Karina Arias (Suede)
Flash Developer: Matt Bonnington (Suede)
Developer: Alex Zui (Suede)
Media placement: Digital - Facebook - 3rd October 2011

Describe the brief/objective of the direct campaign.
Panasonic was about to release a new Blu Ray disc recorder with a massive 1 terabyte hard drive. A hard drive so big it was capable of archiving an incredible 28 days of HD content. Panasonic wanted to engage a niche audience of entertainment lovers that would be willing to spend $1K on a digital recorder. And at the same time increase Facebook brand engagement by 15% within a month.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With limited budget to launch the new BWT800, we knew we had to approach it differently. But how do you demonstrate just how long 28 days can actually be? And without a traditional media buy? We created an entertainment campaign for an entertainment device. By making a guy’s life a living hell and persecuting him for 28 days straight for the world to see. A guy by the name of Rommy Gulla.

Explain why the creative execution was relevant to the product or service.
Panasonic Australia are at the forefront of technology, and therefore their advertising needed to reflect this for a niche product such as this, talking to consumers in the right way. The 28 day direct promotion was hosted on Panasonic’s Facebook page and YouTube channel, where fans were invited to unleash their inner deviant. A place they could submit their own ideas for the daily persecutions, which were then voted on by Panasonic Facebook fans. And the best not only won awesome Panasonic prizes… but unfortunately for Rommy Gulla, became a reality.

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.
28 days, 28 persecutions, 28 prizes, 7,000+ entries, 260,000+ YouTube views, 270,000+ Twitter impressions, 1m pre-roll views, 1.4m Facebook impressions, 23% more Facebook fans, 54m total ad impressions. And an entertaining demonstration of the incredible 28 day storage capacity of the new Panasonic Blu Ray recorder. It even made it onto YouTube’s homepage, a placement money can’t buy.
That’s approximately 200% more ad impressions, 300% more clicks to the Panasonic landing page, 400% more video views than a standard media campaign.