VIERA 3D MOST WANTED by Mccann Erickson Singapore for Panasonic

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VIERA 3D MOST WANTED

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Industry TV
Media Promo & PR, Case study
Market Singapore
Agency Mccann Erickson Singapore
Director Daniel Tan
Executive Creative Director Farrokh Madon
Art Director Chow Kok Keong
Copywriter Stephen Kyriakou
Designer Jenne Hew
Producer Charmaine Wong
Photographer Jeremy Wong
Released September 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: PANASONIC SINGAPORE
Product/Service: 3D TV
Agency: McCANN WORLDGROUP SINGAPORE
Date of First Appearance: Sep 1 2010
Entrant Company: McCANN WORLDGROUP SINGAPORE, SINGAPORE
Executive Creative Director: Farrokh Madon (McCann Erickson (Singapore))
Art Director: Chow Kok Keong (McCann Erickson (Singapore))
Copywriter: Stephen Kyriakou (McCann Erickson (Singapore))
Designer: Jenne Hew (McCann Erickson (Singapore))
Photographer: Jeremy Wong (Nemesis Picture)
Producer: Charmaine Wong (McCann Erickson (Singapore))
Regional Business Director: Angelique Tan (McCann Erickson (Singapore))
Account Manager: Bonnie Chia (McCann Erickson (Singapore))
Account Manager: Robin Peters (McCann Erickson (Singapore))
Account Executive: Raymond Tjandra (McCann Erickson (Singapore))
Director: Daniel Tan (Panasonic Singapore)
Marketing Manager: Clarice Tan (Panasonic Singapore)
Post Production House: Gaia Films (Gaia Films)
Audio House: Yellow Box (Yellow Box)
Media placement: Special Event - Special Event - 1 September 2010

Insights, Strategy & the Idea
As our brief was to generate awareness for the launch of Panasonic’s 3D TV, we decided to bring entertainment to life through an integrated outdoor campaign that engaged the nation in a hunt for TV characters that escaped from a Viera 3D TV, into the city.

Creative Execution
The idea was: your favourite TV characters have escaped from a Viera 3D TV into the city. Take their photos and take home a 3D TV. Clues targeted on- the- go consumers (over 1,000,000 smartphone users) through Facebook, radio and mobile messaging, keeping them in the game everywhere.

Results and Effectiveness
The campaign not only exceeded sales targets by 25%, but also helped engage Panasonic’s audience through a TV launch that was actually entertaining.