Media > Use of Media
PLASMA INSERTS
CLEMENGER BBDO, Wellington / PANASONIC / 2004
Awards:
Overview
Credits
OVERVIEW
Audience
On a very limited budget, we were set the task of increasing awareness that Panasonic Plasma Tv’s outperform the competition, and thus encourage the target market to seriously consider Panasonic when choosing their new panel. Communications were required to emphasise the quality of picture as well as the thin screens.
Effectiveness
These special inserts were charged by publications at standard rates and the back of the insert was used to contain extra product information.As the sole advertising activity for Panasonic Plasma during November and December, this idea helped boost sales by 197% over the average for the 6 months prior.
Execution
The message was about great pictures on a Panasonic Plasma. The magazines used to carry the insert all featured stunning photographs reproduced on high quality paper and were targeted to people with high disposable incomes who could afford the product. The back of the insert was able to contain the detail buyers require prior to purchasing high value consumer electronics, such as the thinness and size of the screen.
MediaEffort
The media idea was in keeping with the overall product proposition of ‘The best picture you’ll ever see. By framing an editorial photograph of great food in a food magazine, or, great scenery in a travel magazine, this idea capitalized on the affinity between the reader and their chosen publication.
MediaStrategy
The reason someone would spend 5,000 Euros or more on a Plasma TV is to achieve the best picture possible. Our strategy was to get the audience thinking about the superb picture that a Panasonic Plasma TV delivers. Where do you see great pictures? In fine magazines. Our media idea was to ‘frame’ great editorial photos with a Panasonic Plasma TV, using a clever die-cut insert. Editors allowed us to see their photos in advance of publication and choose the ones we wished to frame with the insert. Each of the 14 magazine insertions in 8 titles was unique.
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