CREATIVE SELECTION: Panasonic targets S'pore teenagers

Panasonic has launched a campaign in Singapore that promotes its

GD92 mobile telephone to teenagers.

This new market was targeted because the overall market is saturated

with mobile phones of all shapes, sizes and features, said Ad Grand,

Panasonic's agency.

From research, Ad Grand found that the target group was very much

concerned with the functions of the phones they wanted and that the

coffee culture was very much in vogue among teens.

Armed with this information, Ad Grand married the two concepts, making a

campaign in which the social habit becomes the vehicle to promote the

product.

"Ring a friend for coffee" is, therefore, a line which features in the

text portion of the print ads.

In the execution of the ad, the agency brought out the personality of

the user as well as highlighting new features of the phone. "This way,

the consumer retains his sense of individuality, which is all important

to the youth of today as he hangs out with the 'in-crowd'," said Ad

Grand account director Jenny Koh.