CREATIVE SELECTION: Panasonic targets S'pore teenagers

<p>Panasonic has launched a campaign in Singapore that promotes its </p><p>GD92 mobile telephone to teenagers. </p><p><BR><BR> </p><p>This new market was targeted because the overall market is saturated </p><p>with mobile phones of all shapes, sizes and features, said Ad Grand, </p><p>Panasonic's agency. </p><p><BR><BR> </p><p>From research, Ad Grand found that the target group was very much </p><p>concerned with the functions of the phones they wanted and that the </p><p>coffee culture was very much in vogue among teens. </p><p><BR><BR> </p><p>Armed with this information, Ad Grand married the two concepts, making a </p><p>campaign in which the social habit becomes the vehicle to promote the </p><p>product. </p><p><BR><BR> </p><p>"Ring a friend for coffee" is, therefore, a line which features in the </p><p>text portion of the print ads. </p><p><BR><BR> </p><p>In the execution of the ad, the agency brought out the personality of </p><p>the user as well as highlighting new features of the phone. "This way, </p><p>the consumer retains his sense of individuality, which is all important </p><p>to the youth of today as he hangs out with the 'in-crowd'," said Ad </p><p>Grand account director Jenny Koh. </p><p><BR><BR> </p>