Panasonic

Brief: create a pan-European campaign to launch their VS3 mobile phone across Europe to 18-30 year old consumers.

UKMN’s solution:

UKMN created a concept for an innovative and integrated campaign, which placed digital online entertainment at the centre of the mix, by introducing a bespoke online game where consumers could compete win the new mobile product each month. Consumers were driven to the online competition via a combination of in-store retail literature and animated promotions, search engine marketing, and word-of-mouth viral spread generated by consumers inviting their friends to play online. Panasonic would benefit from receiving comprehensive campaign tracking and consumer database development to assist their marketing team in project success analysis and future strategy development.

Deliverables included:

brand development, campaign photography (lifestyle and product images), interactive online game with 'leaderboard' scoring system and ‘challenge-a-friend’ function, retail placement with Vodafone for cross-branded in-store product literature and video animations, creation of mobile phone download ‘bonus’ content, trade marketing press kit

Campaign duration:

9-months

Regions:

40 countries across Europe and Scandinavia, in multiple languages to include English, French, Spanish, German and Italian.

Results:

The online competition was launched with no paid-for advertising, and quickly reached a high level of game players actively competing to win the product - figures are confidential but peaked at over 100,000 unique users per month. These astounding figures were achieved by driving consumers to the interactive website by viral tactics, in-store retail promotions and search engine marketing. The succesful campaign led to physical product sales outstripping planned product-supply in key markets.

Client Feedback:

“...with the objective of raising awareness of the VS3 and ultimately the sales of this handset...it was refreshing to work with UKMN as their expertise in digital and print design enabled us to push the boundaries of what Panasonic has achieved to-date and allow users to really experience the colourful and unique VS3 handset.”

Sharon Johnson
Head of Marketing and Communications
Panasonic Mobile Communications (Europe)

About Panasonic Mobile Communications

Panasonic Mobile Communications Co., Ltd., whose headquarters are based in Yokohama, Japan, is a worldwide leader in the development and manufacture of mobile communications products. As one of the main business domains for Matsushita Electric Industrial Co., Ltd., best known for its Panasonic brand digital electronics, Panasonic has been developing cutting-edge technologies since its establishment in 1958, including the world's first 3G video handset for the Japanese market in 2001. Panasonic is committed to providing added-value solutions to end-users through its mobile communication products. For more information, please visit www.panasonic.co.jp/pmc/en.

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A pan-European campaign to launch Panasonic's flagship mobile phone - the VS3.

VS3 Case Study

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Outstanding campaign wins award for UKMN
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