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.
