WORLD'S LONG-LASTING BATTERY by Hakuhodo Tokyo for Panasonic

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WORLD'S LONG-LASTING BATTERY

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Industry Batteries
Media Promo & PR
Market Japan
Agency Hakuhodo Tokyo
Director Yuji Ooishi
Executive Creative Director Yoichi Miura
Creative Director Satoru Yokoyama, Noboru Yamauchi, Toshikazu Ieda
Art Director Tomoki Kurogi, Akio Komori, Katsuhisa Tsutsumimoto
Copywriter Kan Ishii, Toshiya Inoue, Tomoaki Okuhara, Kosuke Masuda
Designer Katsuki Nagase
Producer Shoji Matsui, Kiyoshi Kodama
Photographer Takahito Sato
Account Supervisor Yasuou Endo, Junichi Sawaguchi
Released June 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: PANASONIC CORPORATION
Product/Service: EVOLTA BATTERY
Agency: HAKUHODO
Date of First Appearance: Jun 12 2009 12:00AM
Entrant Company: HAKUHODO, Tokyo, JAPAN
Entry URL: http://www.panasonic.net/ec/products/evolta/challenge/challenge2009.html
Chief Creative Officer: Katsunori Tsuyama (Panasonic Corporation)
Executive Creative Director: Yoichi Miura (Panasonic Corporation)
Creative Director: Satoru Yokoyama (Panasonic Corporation)
Creative Director: Toshikazu Ieda/Noboru Yamauchi (Hakuhodo Architect)
Copywriter: Tomoki Kurogi/Toshiya Inoue (Panasonic Corporation)
Copywriter: Kan Ishii (Hakuhodo Architect)
Copywriter: Kosuke Masuda (Hakuhodo)
Copywriter: Tomoaki Okuhara (Hills)
Art Director: Tomoki Kurogi (Panasonic Corporation)
Art Director: Akio Komori (Hakuhodo)
Art Director: Katsuhisa Tsutsumimoto (Hills)
Public Relations Director: Fumio Akagi/Misa Nakawada (Panasonic Corporation)
Public Relations Director: Kyoko Someya/Masanori Yokono/Takehiko Maiya/Ayami Nakao Pelata/Bobby Fukuda (Hakuhodo)
Producer: Shoji Matsui (Hat)
Producer: Kiyoshi Kodama (Liquid Air Entertainment)
Director: Yuji Ooishi (Hat)
Designer: Katsuki Nagase (Hills)
Photographer: Takahito Sato (Beam X 10)
Account Supervisor: Yasuou Endo/Junichi Sawaguchi (Hakuhodo)
Media placement: TV Campaign - Nationwide Major Tv Networks - 23-27 December 2009
Media placement: Magazine - Nationwide Major Magazines - October 2009
Media placement: Web - Http://www.panasonic.net/ec/products/evolta/challenge/challenge2009.html - October 2009

Describe the objective of the promotion.
We planned this campaign hoping that the product would be imprinted in consumer minds as a result of the media widely covering the dramatic 'risk' we would be taking. Under this strategy, we took the approach to arouse people's interest in the ads, and the product being advertised, by firing their inherent excitement by boldly challenging ourselves to completing a simulated Le Mans 24 Hours endurance race with a robot powered by only two batteries.

Describe how the promotion developed from concept to implementation
We carefully devised ways to ensure that the forthcoming robot run on the Le Mans course would be extensively covered and reach the most media and as many consumers as possible. After gradually releasing related information, on the very day and toward the demand-growth phase, we aimed at the maximum synergistic effects of effectively combining publicity and advertising.

Describe the success of the promotion with both client and consumer including some quantifiable results
The drama of the undertaking and the 'risky' nature of the campaign, in that there was no guarantee of the robot succeeding, combined with our effective news releases and the heart-moving visuals of the robot 'doing its very best', attracted keen interest among both consumers and the mass media. As a result, the story was covered by Japanese and French media even before the event. In the end, the media coverage extended to many countries including the U.S. and China, generating publicity worth over $10 million around the world.

Explain why the method of promotion was most relevant to the product or service
In branding efforts for a dry cell battery, a low-involvement product, it is vital to first attract people's interest in the brand in question. We decided that, having done that, it would be most effective to associate the product directly to the Le Mans 24 Hours, the world's archetypical endurance race, to emphasie the product as 'the world's longest-lasting battery.'