2016

The Challenge
Haze has unfortunately become a yearly affair in Malaysia. When the haze hits, we panic and scramble to get our hands on Air Purifiers and advertisers scramble their ads out. How can we help Panasonic Air Purifiers clear the air to become first brand of choice?

Insight, Strategy and the Idea
Haze is a problem beyond our Control. When it hits, we deal with it the best way we can. But we all wish we have more ‘Control’. If we receive the right information, we can have peace of mind and feel more in ‘Control’ of the situation, take action to protect ourselves and loved ones. Our strategy was to provide order in the face of chaos. When haze strikes, we all search for the latest and most reliable source of API readings. So we decided to bring haze information to our consumers in a systematic and structured manner. This information will not only helped consumers plan and manage their daily affairs, but helped them fight against the unhealthy effects of haze. “Fighting Haze with Panasonic” was created on the highly regarded and authoritative station, BFM.

Media Execution
The key success factor was to ensure we have content and updates delivered HOURLY. We had to strike while the iron is hot. Hours of research, accurate and authoritative information and cooperation from BFM was required to execute this campaign. Hourly between 7am – 7pm, up to date API readings and supporting messages served its purpose to protect families from Haze. “Fighting Haze with Panasonic” provided reprieve to our consumers. Panasonic Nanoe technology did not remain as just tech hardware, it gave consumer more control.

Results and Effectiveness
260 Panasonic reports in 14 days brought peace of mind for only RM75,000. Sales increased 237% vs LY. Products were sold out within 2 weeks and it took 2 months to recover back stock stability.