CASE STUDY: Panasonic 3D TV brings real live action in Singapore

Background

The objective was to make both Panasonic, as the master brand, and Panasonic Viera 3D TVs engage with the people of Singapore.

Aim

The goal of the project is to target the 1,000,000 smartphone users in Singapore and communicate Panasonic Viera 3D in a non-traditional, 2D way.

Execution

Creative agency McCann Erickson Singapore has created 'The great 3D escape' with eight lively characters to roam across the streets of the Lion City.

The campaign used multiple media (location-based SMS, radio and Facebook) to give away clues on the whereabouts of the eight characters and keep the conversation going with on-the-go customers. The project is avaliable to iPhones , Blackberrys and Android phones.

The campaign competition is to take photos of all eight characters and upload it the microsite. The ultimate winners will take home a 3D glasses and Panasonic 3D TV.

The agency has placed a mass TV frame outside of the ION mall and set up booths to interact with consumers.

Results

The campaign started from 1 to 12 September. Over 600 people liked the newly set up Facebook page for Panasonic Singapore.

Over 3,000 unique visits to the site during the campaign and the average time spent on site was over three and a half minutes, a time that is well above the average time spent on most websites.

Aside from local media coverage, US-based Creativity Online and press in the region has picked up the news.

Credits:
Project The great 3D escape
Client Panasonic Singapore
Creative agency McCann Erickson Singapore
Executive creative director Farrokh Madon
Copywriter Stephen Kyriakou
Art director Chow Kok Keong
Designer Jenne Hew
Agency producer Charmaine Wong
Outdoor & print production Jacqueline Wong
Account servicing Angelique Tan, Bonnie Chia, Robin Peters, Raymond Tjandra
Clients team Daniel Tan, Clarice Tan
Talents Voyage
Film production Vocare Media
DOP Sam Tan
Media agency UM
Exposure Telelvision, print, outdoor, online