Situation: 1918 saw the founding of Panasonic in Japan. Ever since, it has been bringing innovative products to the world.

Brief: Today, as a global brand that enriches the quality of life, Panasonic is embarking on a new approach emphasizing the appeal of Panasonic as a Japanese Brand.

Objectives: To communicate the Panasonic’s appeal as a Japanese brand using in-store demos showing the splendor of Japan’s four seasons on Panasonic's high-resolution TVs.

SHIKI content for in-store demos of Panasonic TV presents Japanese landscapes, culture, and traditional aesthetics in every season with the utmost realism using Panasonic’s refined Japanese technologies.

SHIKI content debuted at home appliance and electronics retail stores in Europe, Asia, the Middle East and Oceania including 2,500 stores in Europe 3,000 stores in Asian countries other than Japan, 500 stores in the Middle East, and from 200 to 300 stores in New Zealand and other parts of Oceania. Adding another 3,000 stores in Japan made a total of 9,300 stores worldwide where the content drew many people’s attention. The result was a 5% growth in penetration rate of Panasonic as a Japanese brand. Many people said they looked forward to future Panasonic products, showing the upward-trending positive view of Panasonic as a Japan-based brand.