Panasonic Toughbook Campaign


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 included a limited budget and a small New Zealand distribution network.

Campaign Objectives

Three objectives were set for the campaign: Mass education around the features, benefits and uniqueness of the Toughbook, qualified lead generation and YOY sales increase.