Panasonic Germany: Cardboard heroes

Proximity Germany GmbH

ENTRY INFORMATION

Category: Product Manufacturing and Distribution
Country where program ran: Germany
Date program started/ended: April to September 2009

Product Description: Panasonic camcorder

Advertiser/Client Name: Panasonic Germany, Panasonic Marketing Europe GmbH
Media Channels: Insert
TV/Video/Radio
Website: www.myaward.info/heroes

STRATEGY

Marketplace Challenge:

The methods of establishing brand connections that were valid in the past are beginning to loose their scale. Therefore, it is the task of marketing directed communication to meet this challenge and to create intelligent spheres that make emotional connections between consumers and brands possible. 'Buying the brand' is changing more and more into 'loving the brand'. Consumers become fans who want a credibly planned and individually usable playground. These consumers prefer the brand that satisfies these needs and offers such options. In this regard, Panasonic aims not only to promote the product - the Panasonic camcorder - but to generate an active, positive involvement with the brand.