Advertiser: Panasonic Malaysia Sdn Bhd Brand: Panasonic Greenie Creative Agency: Naga DDB Credits: Raymond Chin (Media Manager), Siew Wey Tyng (General Manager), Keoh Yean Pin (Media Planner), Liaw Meiji (Manager-Marketing Communication and Planning, Panasonic Malaysia Sdn Bhd), Lian Hwa Wong (Manager-Brand Management, Naga DDB)
Prudent use of electricity and water will lead to less destruction of nature. Panasonic recognizes this and took great lengths to advocate environmental conservation through their innovative energy saving products. Though the ultimate goal is to increase sales, the immediate challenge is to make people feel good about Panasonic products.
People generally feel that the well being of the environment is not their problem. We need to dissuade them from this notion and there’s no better way to communicate this but at home or Starbucks when they’re most relaxed and receptive. Magazine is very viable at this point, so if we get our message across during their leisure time, they would surely start to feel good about contributing to the environment and use Panasonic products.
Panasonic created a mascot named Greenie, an advocate of environmental conservation who appeared in 6 different creative formats executed in 6 different magazine titles of various genres. Readers encountered impactful executions of pop-ups, tip-ins, booklets and gatefolds. Additionally, there was a chance where readers would stumble upon the same sermon preached by Greenie but in a different presentation, heightening the feel good effect the campaign intended.
Panasonic’s green products make up 40% of its sales. Upon conclusion of the 3 month magazine campaign, Panasonic’s total sales increased by RM8mil. This goes to say that consumers are in fact feeling good about Greenie’s conviction.