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| Author | Zoe Aresti |
Panasonic is celebrating the quality of its 4K Pro Televisions with its first cinema advertising for four years this summer in a campaign devised and implemented with Vizeum.
Panasonic will showcase new premium range of televisions in a 30” ad that will run across 103 different Digital Cinema Media locations with the number of screenings increased at key locations. The activity will run for eight weeks accessing blockbusters such as Mad Max: Fury Road, Jurassic World (this year's biggest film to date) and the highly anticipated Mission: Impossible Rogue Nation.
The 30” spot, produced by Brave, focuses on showcasing the 4K Pro Studio Master capabilities and was filmed in Lisbon Portugal and renowned London music venue, the Forum. It features a rising star from the upcoming Star Wars: The Force Awakens along with a voiceover from Peter Serafinowicz, who has starred in Guardians of the Galaxy, Shaun of the Dead, Spy and Summer blockbuster Jurassic World.
A combined ABC1 profile of 68% across such titles provided Panasonic with the opportunity to efficiently reach its tech savvy audience with disposable income.
In addition to its strong film access, the brand up-weighted the campaign in key locations based on product availability. Alongside minimising wastage, this ensured that Panasonic was one step ahead of its competitors who have all been strong advocates of cinema during this record-breaking year.
David Bonney, Advertising and Partnerships Manager, Panasonic said: “This campaign is an excellent way to draw attention to the stunning picture quality delivered by our 2015 range. As part of an integrated campaign across offline and online channels we are excited to see our televisions back on the big screen, and bringing us closer to one of our audience’s biggest passion points; cinema and film.”
Stefan Kann, Business Director, Brave said: “The platform ‘Mastering the Magic of Light’ truly encapsulates Panasonic’s mission and passion in engineering televisions that bring to life the movie maker’s vision as well as deliver a truly captivating viewing experience for the consumer. The spot we’ve created tells this story in a series of breath-taking vignettes to demonstrate the capability of the range”.
Alexander Brown, Account Manager at Vizeum said: “Cinema provides Panasonic with the ideal place to showcase the quality of their screens in better-than-HD format, mirroring the fantastic richness of quality, clarity and colour across their new 4K Pro range. By tailoring the film selection and by identifying key locations to upweight based on product availability, we’ve found a simple and effective way to ensure Panasonic reach their target audience.”
Davina Barker, Head of Agency Sales at Digital Cinema Media, said “We’re thrilled to welcome Panasonic back to the big screen. There’s no better place to showcase such a stunning creative with so many links to the film world. The cinema experience generates greater emotional intensity than any other environment and will allow Panasonic to tell its brand story to an upmarket, hard-to-reach audience who are light TV viewers and early adopting experience seekers.”
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