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You've seen a plasma TV and you know how cool it looks. You're interested in getting one, but you've heard about a hundred different brands with a thousand different features. You start by doing research online. While searching for answers, you come across a site that not only demonstrates the style and function of plasmas, but also goes out of its way to answer all your questions. |
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| Create a campaign that speaks to both consumers and Business-to-Business (B2B) by demonstrating plasma's combination of style and function. |
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Most consumers think that functions and features are the biggest factors in their TV purchases, but actually the emotional connection often plays a much bigger role in their decision. |
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Panasonic plasmas are attention getters by definition. But there's also a lot of static in the marketplace. Competing technologies and brands can be really confusing. So with this in mind, we designed the Panasonic plasma microsite to appeal to both consumers and B2B, combining the style consumers wanted with the function B2B demanded.
The site highlighted all the advantages of Panasonic plasmas with interactive demos that allowed visitors to play with all the new uses of the TVs. The coolest of which was the ability to view pictures on the TV without any cords. Just insert your SD card right into the TV and look at your pictures. No hassle. The simplicity of the feature was communicated in the campaign's headline, "Panasonic introduces the most beautiful picture in the world. . . yours."
Finally, the microsite was supported with a highly targeted online media buy and a sponsored course on CNET that covered the how-to's of owning and planning to own a plasma TV. |
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| Compliments from the industry and heavy site traffic suggested the microsite's popularity with visitors looking for information on plasma TVs. But even better was a lift in quarterly sales of Panasonic plasma TVs. More traffic, more sales--this is a good formula, indeed. |
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