Case Study: Panasonic Lumix G3
Client / Brand - Panasonic, Lumix G3
Disciplines - TV, Press, Online, Retail, Aurasma
Part One. David Eustace – Yosemite National Park, U.S.A.
Directed by Joshua Neale
Part Two. Will Cooper-Mitchell – New York City, U.S.A.
Directed by Joshua Neale
Campaign Summary
Panasonic’s Lumix sub-brand has historically enjoyed continued success in the mainstream compact camera market. It has, however, found it more challenging to mirror this same scale of success since it launched its first breakthrough Lumix G Series compact system camera, to compete in the well-established interchangeable lens market dominated by Canon and Nikon.
Our key challenge as we looked to launch the latest incarnation of the Lumix G series was to demonstrate, in the most creative and authentic way, what the product offers in addition to these well-established players. What would resonate the most with both hobbyists trading up and enthusiasts looking for a new camera, or a second camera?
Our strategy was to move away from the traditional Panasonic advertising model – based on ‘superior function and performance’ – and adopt a more inspirational approach by letting professional photographers discover the camera and use their genuine sound bites as the narrative to our campaign.
Authenticity was the key in addressing the brief, so we developed a testimonial-based concept where we put the new Lumix G3 in the hands of two professional UK photographers, David Eustace and Will Cooper-Mitchell, and captured their natural reactions to test -driving the new camera in a reportage style. Filmed in two very different, inspiring photographic environments, we were able to show the versatility of the product as well as delivering a nod to the spectrum of photographic styles – from landscape to portrait photography – in order to appeal to the broad and diverse target audience. The results – a breathtaking creative suite of assets to inspire anyone with an eye for photography, underpinned with the authenticity and credibility of the photographers’ genuine experiences.
The multi-channel approach and content-rich concept of the campaign allowed us to showcase the camera’s capabilities in two breathtaking 30” TV spots. It was supported through-the-line by press, in-store visits by the photographers themselves, a coffee table-style photobook detailing all the photographic data, a showcase website and over 60 minutes’ worth of additional rich content beyond the key spot advertising, produced bespoke for multiple-channel delivery. This included video tutorials by the featured photographers on YouTube, behind-the-scenes footage from the TVC shoot and extended cuts of the TV commercials, as well as streamed video content via Aurasma technology, which was activated on print and POP.
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Highlights and Results
- The campaign resulted in a record sales uplift and increased the Panasonic Lumix market share in not only the compact system camera category, but across the entire interchangeable lens category (259% YOY sales increase; Panasonic climbed 5 places to No.3 in the interchangeable lens camera category and is now No.1 in the compact system camera category.)
- More than 53,000 consumers engaged with the richer Aurasma content and the campaign achieved nearly 400,000 YouTube views.
