Sending a Big White mysterious Cube made of cast that one has to break in order to get what´s inside and not knowing its content was a shock resistant camera is a very relevant and unexpected idea for such an often fragile product as a camera.

Panasonic wants to be perceived as an innovative brand for quality cameras, as well as to differentiate itself from other brands due to the increasing number of players in this market.

Panasonic sent the White Cube to several bloggers and web influencers. Absolutely all of them recorded a video of the opening process and uploaded on their blogs and Twitters, impacting hundreds of thousands of followers. Most of them part of our target audience: technology lovers and early adopters.