PANASONIC JAPAN PREMIUM IN-STORE PROMOTION by Best Project for Panasonic

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PANASONIC JAPAN PREMIUM IN-STORE PROMOTION

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Industry Electronic Devices & Home Appliances, Vacuum Cleaners
Media Promo & PR
Market Japan
Agency Best Project
Released May 2010

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: PANASONIC CORPORATION
Product/Service: VACUUM CLEANER
Agency: BEST PROJECT
Date of First Appearance: May 1 2010
Entrant Company: BEST PROJECT, Osaka, JAPAN
Senior Coordinator, Merchandising Team: Masakazu Suehisa (Panasonic Corporation)
Marketing Senior Managing Director: Tomoko Ishizaki (BEST PROJECT)
Media placement: New product introduction - Mass retailers in the Middle and Near East - 1 May, 2010

Describe the objective of the promotion.
To create a series called “Japan Premium” to brand the outstanding quality of Japanese products and to promote the term TAKUMI, or “master craftsman,” as a concept.

Describe how the promotion developed from concept to implementation.
The fact that we used concept visuals and moving images to create an attention-grabbing display for the first vacuum cleaner being released as part of this series which accurately conveys the concept behind the series.

Explain why the method of promotion was most relevant to the product or service.
Because of the consistency of the campaign - every Japan Premium display in every store was exactly the same.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The client representative collaborated with the person in charge of each store in creating the display, thereby establishing a relationship of trust through which we succeeded in securing superior locations in each store. The display was introduced at approximately 50 stores in 5 nations in the Middle and Near East.