PANASONIC MOBILE PHONE KATE SPADE COLLABORATION IN-STORE DISPLAY by Best Project for Panasonic

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PANASONIC MOBILE PHONE KATE SPADE COLLABORATION IN-STORE DISPLAY

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Industry Cell phones, Smartphones & Accessories
Media Promo & PR
Market Japan
Agency Best Project
Released June 2010

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: PANASONIC MOBILE COMMUNICATIONS
Product/Service: MOBILE PHONE
Agency: BEST PROJECT
Date of First Appearance: Jun 24 2010
Entrant Company: BEST PROJECT, Osaka, JAPAN
Marketing Section Chief: Aiko Kajiura (Panasonic Mobile Communications)
Marketing Senior Managing Director: Shinji Ishikawa (BEST PROJECT)
Design Section Chief: Asako Ichikawa (BEST PROJECT)
Media placement: New product introduction - Mass retailers nationwide - 24 June, 2010

Describe the objective of the promotion.
Created for a special promotion of a mobile phone developed in collaboration with Kate Spade New York, a handbag brand popular among women in their 20s and 30s. The promotion featured a limited edition mobile phone pack that included the phone, an original design mini-bag, a message card and original packaging.

Describe how the promotion developed from concept to implementation.
Simply putting the terminal on display doesn’t convey anything special, so the terminal and the bag were displayed as a set. We also succeeded in conveying the brand’s worldview within a compact area. By using a rose, which featured in the Kate Spade original content, as an in-store visual, we succeeded in appealing to women, the target of this campaign. At the same time, we succeeded in creating a product display that “feminized” the highly masculine, product-packed mobile phone department.

Explain why the method of promotion was most relevant to the product or service.
As only one color out of the four available in the P-05B mobile phone terminal range was adopted for the special model designed in collaboration with Kate Spade, the product could be clearly differentiated from the other models.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We succeeded in conveying, instore, the brand’s worldview, and we succeeded in creating a special model mobile phone display that made the model stand out from the rest. The display was introduced at approximately 2500 stores(mass merchandisers, mobile phone stores, and Kate Spade boutiques nationwide).