Advertiser: Panasonic Malaysia Sdn Bhd Brand: Panasonic VIERA 3D Creative Agency: TBWA-ISC Malaysia Sdn Bhd Credits: Raymond Chin (Media Manager), Siew Wey Tyng
Panasonic was ready to launch but our competitors were way ahead in creating awareness. Their advertising investment and exposure was extensive and mass reaching. We were faced with the challenge of launching late, and yet needing to outshine everything competitors have done.
The depth and realism of 3DTV needs to be experienced. Our competitors merely drove experiential marketing through showrooms and roadshows. To outshine our competitors, we needed to bring 3D to consumers, rather than waiting for them to come to us. Hence we recreated the 3D experience through newspapers by using anaglyph images. By using a common medium in an uncommon manner, we aimed to demonstrate the effect of 3D within consumers’ leisurely time.
Anaglyph images of VIERA 3D accompanied by 1 million stereoscopic 3D eyewear were placed at the most prominent positions (jacket wrap) of five major newspapers circulated nationwide. Readers were prompted to view the images through the eyewear and were intrigued by the unexpected interactivity and actively tried out the 3D experience. The complexity of this execution were met with skepticism from most parties but we persisted and made it happen.
On 2 Sep, Panasonic VIERA 3DTV created huge awareness and brand recall was at an all time high. Panasonic received an influx of sales queries and sales of over 1,300 units exceeded expectations. The media idea is now widely acknowledged as the first-ever 3D advertisement in Malaysia.