Rugby ‘can’ be for everyone…

Situation: Panasonic sees global sports teams and events sponsorship as significant in their marketing strategy behind the Viera range of flat screen TV panels. Panasonic are a major sponsorship partner for golf, tennis, F1, the Olympics as well as Rugby World Cup.

Task:  Our team members were briefed to develop an online consumer ‘pull’ shopper activation to drives Viera Plasma sales during the peak sales lead into the RWC tournament.

Retail staff are often ‘casuals’.  In the TV department there are multiple brands, multiple feature offerings and price points.  Educating staff is a challenge and achieving ‘brand of first choice’ recommendation is even more of challenge for manufacturers including Panasonic.  Hence the ‘pull’ brief.

Action:  A multi-faceted mechanic was developed using the soon to launch Rugby World Cup tournament as lead creative.  Valid Viera purchasers were guaranteed to receive a Panasonic branded RWC supporters kit for their valid purchase featuring branded merchandise. 

Purchasers could also win instant prizes by playing a simple digital rugby kicking game – ‘kick a goal and score instant prizes.’ 

The consumer promotion was overlayed with a Major Prize Draw for the chance to win one of two sports trips to any Panasonic sponsored sporting event.  Each prize package was valued at $60,000.       

Digital is the front door to this high spend/technology-led environment.  Brick and mortar retail remains the cornerstone of the large screen TV sales segment.  However, the way shoppers interact with brands have changed and the marketer focus is now on building great digital products that enhance the experience in-store.

Insights:  Campaign enjoyed strong sell-in to participating stores nationally.  

The promotion entry microsite was designed and built to showcase all of the Panasonic sports sponsorships as well as the story behind the Viera Plasma product. The broader sports sponsorship story was essential to ensure that the limited appeal of Rugby Union in Australia didn’t hamper the sales appeal of the activation.