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November 19, 2007

Panasonic tour brings Viera TV ad campaign to life

Electronics giant Panasonic is creating an experience for shoppers across the UK so they can see variety and quality of its Viera plasma TV range for themselves.

Developed by the experiential and live marketing agency Closer, the roadshow will hit some of the country’s biggest shopping centres in the run up to Christmas, featuring the world’s biggest plasma screen, measuring 103 inches and costing £50,000 to buy.

Panasonic hopes the record-breaking screen will help to attract people to the interactive stand devised to showcase the entire Viera range and bring the brand’s TV campaign to life, enabling people to see for themselves the quality of the images on Viera screens.

Screen break: Panasonic's Viera roadshow hits the Christmas malls

The stand will be divided into four sectors, each depicting a different area to engage the product’s twin target markets of 25 to 45-year-old men and families.

The live experience will also generate key information to help shape future marketing strategies. Visitors to the stand will be invited to enter a free prize draw to win a home entertainment system, with the resulting data used to build customer relationship management packages for subsequent Panasonic campaigns.

“The zones have been designed to highlight large-screen plasma’s ability to do several things, such as deliver a 68 billion colour palate, deal with fast-moving action and convey deep blacks,” explained David Bonney, Panasonic’s advertising and sponsorship Manager. “The use of well-demonstrated activities linked to sport and movies conveys those messages with real impact and should be unmissable in British shopping centres this Christmas.”

To enhance the experience for consumers, Panasonic has involved key business partners in the campaign, while also taking the chance to promote the company’s sponsorship of the 2012 Olympics. Three of the four sectors – Movies, Sport and Games – will involve partnership displays with 20th Century Fox, the British Olympic Association and the Nintendo Wii, respectively.

“The display will enable people to take an active role in the roadshow, such as playing on the Wii in the Games sector,” added Bonney. “Meanwhile, in the Sport sector, Olympic champions may be making surprise personal appearances, maximising Panasonic’s sponsorship of the 2012 Olympic Games.”

The fourth sector deals with Connectivity and Networking, which will be brought to life via a life demonstration of the Viera link facility.

“The Viera Plasma Roadshow, supported with above-the-line advertising, will engage, entertain and educate consumers who may relate to some, or all, of the different zones,” said Closer group account director Leyton Ede. “The four-sectored stand is a perfect way of illustrating the unique selling points of the Viera range and will lead to purchase in the critical pre-Christmas period.”

The tour kicks off at London’s Canary Wharf and ends in Scotland.
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