Panasonic Toughbook Campaign

This relaunch campaign positioned Panasonic's highly durable Toughbook as the "SUV of the laptop market", creating its own category with no competitors.

Panasonic Toughbook Campaign

Summary

By re-launching the Toughbook as the SUV of the laptop market, Panasonic were able to create their own category with no competitors. In one brilliant step, the price-competitiveness of the PC and the sexiness of the Mac became a non-issue.

Business Challenge

The New Zealand laptop/Notebook market had become largely commoditised, with similar specification product being discounted heavily by competing appliance retailers. As a result, both brand loyalty and value had suffered.

What’s more, customer purchase decisions were increasingly based on hard drive size and processor speed – areas the Toughbook scored poorly in.

Other challenges...

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