Ad campaign sample

	Problem: There is a risk to loose the market share, because of active promotion campaigns of cheaper Chinese brands. Object from the Client Side: Keeping the market share. Realisation of sales plan 2007. To create the image of technological leader in the category of air-conditioners. To inform the target audience about the launch of new air-conditioners by Panasonic.
	Strategic Plan: To make consumer contacts with product communications during the period of the rise of demand concentrated and various. To make the problem of fresh air at home actual and to demonstrate high-tech decision by Panasonic.

The creative strategy was realized
using technology “teaser-pleaser”

The most visible projects were realized in BTL. In 6 cities visitors of supermarkets had the opportunity to see
and even take pictures with a special robot, that told
about importance of fresh air and how air-conditioners control its purity.

During the action 35 000 leaflets were delivered.
8000 people took part in the action (about 8000 photos were placed on the site www.vozduh.ru).
The visitors left positive estimation to the action and actively took part in it.
Many guests were interested in the advertised products
and got detailed consultations (more than 50 000 people).
Preliminary contact ~ 500 000 people.

Results:

• The market share of Panasonic air-conditioners is kept.
• The sales plan 2007 is realized.