The two FX55 and the FX33 are similar in appearance, so a campaign devised by Publicis Thailand pitted one camera against the other in a ‘photo fight’. Targeting teens and young adults, the campaign began with a viral drive to recruit team members for the ‘Lumix battle’. A series of TV spots, online and outdoor events also promote awareness of the cameras’ new functions and offer audiences opportunities to try them out.
“The idea came from the ‘Intelligent Auto’ feature of the cameras, which switches modes automatically,” said Kitti Chaiyaporn, ECD, Publicis. “People have to try it to see the benefits. Once they’ve tried it, they’ll buy it.
The TV spots feature actors Theeradej ‘Ken’ Wongpuapan and Pakorn ‘Dome’ Lam goading each other and preparing their teams in comical training routines. The teams square off in the streets of Bangkok and ‘shoot’ each other to gain points. “The biggest challenge in executing a campaign like this was to organise the two celebrities to be the team leaders and ensuring their availability for roadshows. We wanted this game to produce lots of excitement,” said Pongsak Sanitwongse, MD, Publicis.
Pongsak added that the client has retained Publicis to produce the next campaign for its plasma television sets.
The partnership began in August last year, when Panasonic hired Publicis for its Lumix rebrand brief. The brief, estimated to be worth US$1 million, was contested between Hakuhodo, JWT and Dentsu, Panasonic’s regional agency-of-record.
Thailand’s digital camera sector was expected to grow by 10 per cent in 2007, to 850,000 units. Sony leads the market with 24 per cent share, followed by Canon’s 20 per cent, Samsung with 12 per cent and Nikon with 10 per cent.
The new Lumix launch was expected to increase Panasonic’s market share from eight to 15 per cent, elevating its market position from fifth into the top three.
For 2008, Panasonic expects to spend nearly $10 million to market its Lumix range and aims to become the market leader by 2009. The electronics giant achieved sales of $345 million in the first half of lat year and expects sales to total $707 million for 2007.
