Panasonic: The spinal-friendly washing machine

Ivy Luo

Electronics brand Panasonic increased washing machine sales in China with the launch of a new model that helped reduce stress on the back.

Campaign details

Brand: Panasonic Washing MachineBrand owner: PanasonicLead agency: McCann Health Country: ChinaIndustries: Home appliancesMedia channels: Cinema, Online video, Point-of-purchase, in-store, Social mediaBudget: 1 - 3 million

Executive summary

Some brands are busy making noise in the market, while others want to create meaning that enhances people's lives. Panasonic is one of the latter.

Panasonic washing machines were losing ground to competitors due to their aggressive new production releases, and they were perceived as being not as innovative as competitors'. How could we disrupt a commoditised market? We believe...

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