Malaysian Media Awards Winners Showcase
2013 | Finalist | Best Use of Newspapers / Magazines
Advertiser: Panasonic Malaysia Sdn Bhd Brand: Panasonic Lumix Creative Agency: Dentsu Utama Sdn Bhd Credits: Vizeum Media Malaysia — How Yuan Yi (Client Services Director), Chin Yee Ling (Assistant Media Manager), Kwan Wei Mun (Senior Media Buyer), Sim Beng Geok (Head of Client Services) / Panasonic Malaysia Sdn Bhd — Allan Wong (General Manager), Sasaki Hidekazu (Marketing Director), Lavinne Yap (Manager)
Challenge
Night shots are the hardest to take. We often end up with red eyes, white out faces, shaky shots and blurred backgrounds. Lumix LX7 was launched to answer this to a niche group of photonistas. Our challenge is to demonstrate its effectiveness without breaking the bank.
Solution
Our target was a niche segment of young female socialites who are always seen at the most happening event around town. Every event was the perfect moment to show off their best and flawless selves. Our strategy was to capture this moment. Best of all, red carpet events take place only at night! Everyone wants to look their best for the Red Carpet. And only one camera can capture your best Red Carpet self, perfectly.
Execution
With InTrend, we created our own “Lumix LX7 Red Carpet” pages. LX7 was placed next to picture perfect red carpet shots of the most glamorous socialites around the world. To ensure we stood out, we topped it with a bellyband of the actual size camera, so small it won’t cramp their style. The message was clear. LX7 will amplify every party experience instantly in crystal clear quality. Look like a star in every picture.
Results
Panasonic Lumix overtook category leader – Canon Powershot, as the MOST SEARCHED FOR digital camera model in the month of December! And interest for Lumix versus Olympus was 6 to 1. For a brand which has only a quarter of its competitors’ market share, this is no small feat!
