Panasonic OLED

Panasonic OLED TV Launch into New Zealand

Tapping into the consumer insight that OLEDs are primarily purchased for watching sport, we leveraged Beauden Barrett, a Panasonic Ambassador and All Black, for the launch of the Panasonic OLED into NZ. Being a ‘true All Black’ and ‘world class’, we showed Beauden’s true colours on the field by having him overcome a squad of ‘fake’ Beaudens. This idea allowed us to create a visually stunning display of colours and blacks as proof of the Panasonic OLED technology, which we extended through the line into all channels.

Client
Panasonic
Project
OLED
Services
TVC, POS, Social, Digital, OOH, Radio, Dealer Events, Consumer Promotion
Challenge:

Off the back of the introduction of OLED TVs into New Zealand, reaffirm and remind New Zealander’s of Panasonic’s world-class credentials and technology in TVs.

Response:

Focusing on the product’s key differentiating feature –  that new OLED technology creates ‘true black’ and so by contrast, the OLED TV shows brilliant colours – and cognisant that the price tag required a world-class act to front the campaign, Lemonade created a through-the-line campaign with Panasonic brand ambassador Beauden Barrett.

We worked with director Matt Holmes and Digipost on post-production & SFX to create the TVC, and developed print, digital, radio, POS and social.

Result:

The TVC ran across the world cup and Panasonic had there best year to date in the across its TV range including the new OLED.