Panasonic Germany: Cardboard heroes

Panasonic wanted to build brand excitement with its camcorder. In addition to building the brand, the company also hoped to establish an online video community.

Panasonic Germany: Cardboard heroes

Proximity Germany GmbH

ENTRY INFORMATION

Category: Product Manufacturing and DistributionCountry where program ran: GermanyDate program started/ended: April to September 2009

Product Description: Panasonic camcorder

Advertiser/Client Name: Panasonic Germany, Panasonic Marketing Europe GmbHMedia Channels: InsertTV/Video/RadioWebsite: 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...

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