Panasonic Outdoor, Case study Watching Posters [image] by Taproot Mumbai

Adsarchive » Outdoor , Case study » Panasonic » Watching Posters [image]

Watching Posters [image]

Pin to Collection
Add a note
Industry Photo & Video Cameras, Accessories
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market India
Agency Taproot Mumbai
Chief Creative Officer Agnello Dias, Santosh Padhi
Art Director Satyajeet More, Ambadas Paighan
Released August 2017

Awards

ADFEST 2018
Outdoor Lotus AMBIENT & OTHER OUTDOOR SUB-CATEGORIES: POINT OF PURCHASE (POP) DISPLAY Gold
Outdoor Lotus AMBIENT & OTHER OUTDOOR SUB-CATEGORIES: AMBIENT: SMALL SCALE Silver

Credits & Description

Brand: Panasonic CCTV Cameras
Agency: Taproot Dentsu India
Director: Santosh Padhi
Video Editor: Santosh Padhi and Sairaj Naik
Chief Creative Officer: Santosh Padhi (Taproot Dentsu)
Chief Creative Officer: Agnello Dias (Taproot Dentsu)
Production Head: Purushottam Joshi (Taproot Dentsu)
Art Director: Satyajeet More (Taproot Dentsu)
Art Director: Ambadas Paighan (Taproot Dentsu)
Production: Tushar Rechwad (Freelancer)
DOP: Amol Jadhav
Editor: Sairaj Naik (Taproot Dentsu)
Chief Client Officer: Makoto Nakao (Taproot Dentsu)
Business Director: Kenji Nogami (Dentsu)
Date: 08.2017
The Campaign
The idea was simply to demonstrate the ever-watching quality of the Panasonic CCTV cameras in person to the consumers. So, we created innovate 3D sculpted posters of security personnel. These portraits were then engraved in reverse to help create the magical movement of their heads, up to 180-degree sideways as well as upwards and downwards. Thus mimicking what the CCTV cameras did in reality.
Creative Execution
We created these simple yet innovate 3D sculpted posters of security personnel. These portraits were then engraved in reverse to help create the magical movement of their heads, up to 180-degree sideways as well as upwards and downwards. put these uncommon posters in malls with high footfalls in major metros across the country. Due to the interactive nature of these posters, they delivered the messages loud and clear through this simple and effective piece of communication.
Indication Of How Successful The Outcome Was In The Market
The campaign garnered over 200 thousand interactions, the consumers spent 300% percent more time, compared to normal posters. There was a sharp spike of 32% in inquiries and a 12% jump in sales, thus making Panasonic CCTV cameras one of the top recalled brands.
In a country like India anything that is human and interactive, tend to attract a lot more eyeballs. And that is exactly what we did. The discerning consumer in India was inundated with choices that obfuscated the real purpose of CCTV cameras; that of deterrence. To get the attention of the consumer, we had to literally draw their attention towards the cameras, by literally following their every move. For this consumer, often, the proof is in the pudding, and we found a way to demonstrate the ability of these CCTV cameras effectively.