Advertising Agency PRIOR: Ad campaign sample

Sosedi

Client:: Matsushita Electric Industrial
audio, video and domestic technical equipment

Brand:: Panasonic
audio, video and domestic technical equipment

Starting information from the client side:

High level of brand awareness . Brand image, created by its products.
Be the leader in some product categories.
Confidence from the side of middle-aged people.
Reduce the number of young target people among those who prefer Panasonic products.

Object from the Client Side:

Attract young audience to Panasonic brand
Organize product brand categories

Strategic Plan:

New positioning directed to a younger target segment.
Increase in emotional and valuable component in brand promotion.
Realization of new positioning not only in the advertising image but in some product messages.

Realisation:

Create concept Sosedi (Neighbors) in the context of image strategy Ideas for life.

Target Audience:

Men/Women.
age: 23-35
Social status: young specialists, middle-level managers, graduating students.

Ideas For Life — SOSEDI. Concept

Idea of positive attitude towards life and open mind to everything new is the main leitmotif of Sosedi concept and Panasonic strategy “Ideas for life”. Sosedi project uses all possible medias in an attempt to promote basic valuables of youth: friendship, freedom and positive attitude towards modern life. It is the world of new ideas and products of the nearest future – the world of Panasonic technics, the world of Ideas for Life.

Realization of the planned idea had 3 steps:

Launch of new characters into the life of the target audience;
Integration of Panasonic brand into the life of Sosedi;
Product advertising by Sosedi.

Media Strategy:

I. SOSEDI — Launch:

First level – forming of sympathy for brand.: The first step of the complex advertising campaign was acquaintance: active outdoor campaign provoked to visit site sosedi.ru, that is a virtual world of Sosedi – young, joyful, active and positive.

Every character had his number of characteristics that will correspond to certain brand segment: Mila – domestic technique equipment, Fedor – IT, Simona – office technique.

Ideas for Life — SOSEDI. Concept.

Integration is realized through all communicational channels. Object – to attract the target audience to the site sosedi.ru – that is their world. Internet is the only way to get in touch with Sosedi.

1st Stage. Results:

during the first 3 months the site was visited by 280 000 unique guests;
the number of downloads exceeded 1 000 000;
average number of visits a day was 6 000;
average number of visited pages – 7 pages, average period of visit – 23 minutes;
geography of «Sosedi» was more than 200 cities of RF.

The life of characters, corresponding to the expectations of potential consumers, made them attractive. The characters become popular, like the sample of positive life.

II. SOSEDI — integration of Panasonic products

The 2nd step of the complex advertising campaign – integration of Panasonic technique into Sosedi’s world.

Brand-characters become instruments for sales.	If you like any product from Sosedi, you can order it in Internet – shop Panasonic.

Central media of the 2nd step – TV commercials (15’ and 30’). Starting from marketing objects and aims, the focus are 4 product categories: mp3-players, car audio, video cameras, air-conditioners. Every product has its ideology, and every commercial has its plot and concept connected to the world of Sosedi.