Malaysian Media Awards Winners Showcase

2014 | |

Sponsoring a Channel is The Deal of A Lifetime

Advertiser: Panasonic Malaysia Sdn Bhd
Brand: Panasonic Corporate
Creative Agency: -
Credits: Panasonic Malaysia Sdn Bhd — Allan Wong (GM, Marketing Innovation), Hidekazu Sasaki (Marketing Director), Stella Lim (Executive, Advertising Communication - Marketing I); Vizeum Media Services (M) Sdn Bhd — How Yuan Yi (Client Services Director), Jessie Lian (Associate Media Director 6), Chan Mey Fung (Assistant Media Manager), Heryl Teh (Media Planner 8), Kwan Wei Mun (Senior Media Buyer)

The Challenge
Panasonic is a well known consumer electronics brand. Although brand awareness is high, it does not have a place in the hearts of women. After all, gadgets and women are like oil and water. They don’t mix well. How can Panasonic move beyond brand awareness amongst Modern Working Women?

The Solution – Insight & Idea
Beyonce, Marissa Mayer and Marina Mahathir are strong, independent and capable women of this generation. They are highly successful in their chosen field. Many brands and campaigns are built on the essence of the stereotyped 21st century Amazonian woman. But these Amazonian women are complex creatures and need time off too. When they reach home and kick off their high heels, a completely different persona and mindset takes over. They seek security. Finding comfort in their worn out bedroom slippers or a long hot shower. They retreat to a place where it is alright to be just themselves. As the media agency, we want to find and enter this space for Panasonic to build a real and honest relationship. Lifetime channel, a hugely successful channel in USA planned to launch on Astro 709. We saw this as the perfect media opportunity for Panasonic to be welcomed in. Lifetime is all about real women with real stories. Stories they can relate to. Stories which often strike a deep emotional chord. Like hand to glove, it is the perfect partner for Panasonic appliances for Women. Hence, media agency went beyond sponsorship of a programme. We were the sole Lifetime channel launch partner.

The Execution
For 3 months, as Lifetime channel’s launch partner, we created many customized content with Lifetime. From branded content to short form vignettes, to channel sizzles, we were ever present during this high interest launch period. We were able to bring not one but three Panasonic products to the limelight. For Panasonic Beauty products, Lifetime’s channel presenter shared beauty tips right out of a women’s magazine. Lumix camera appeared in Lifetime’s fashion show when our TVC was integrated into its programme promo. For Econavi products, Lifetime supported green conservation and shared smart tips from Econavi. Panasonic Lifetime launch partner status was further established through channel promos. These were beautifully crafted, conjuring feelings of warmth and love. The partnership was further strengthened with Panasonic present in Lifetime’s integrated channel launch plan. Programme end-tag, break bumpers, print ad exposure, online banners, on-ground activation, digital screen, ambient media, posters. Panasonic was there every step of the launch for 3 months. We even covered on-ground activation with Masterchef Australia’s Amina using Panasonic appliances for her cooking demonstration.

The Results
For 3 months, Panasonic dominated the entire Lifetime channel reaching 4.7million viewers. Engagement was at all time high at 81%. With this unique partnership, Panasonic’s brand parameters against our target group increased double digit: • Brand consideration increased 28% • Brand preference grew 36% • Total brand image scores improved 63% pre and post-campaign Total media value for Panasonic totalled RM8.7million, yielding an ROI of 19.3x. Lifetime Channel overtook Starworld and E! since its launch.