With the unfold of the COVID-19 virus, Panasonic noticed the chance to enhance the scenario by increasing using its virus-inhibiting nanoe™X know-how generally utilized in house home equipment similar to air-conditioners. Working with Hakuhodo, Panasonic launched a marketing campaign to create consciousness and showcase the advantages of nanoe™X. The marketing campaign was well-received throughout Singapore, Malaysia, Vietnam and Indonesia, in the end clinching silver for the class of Client Items at MARKETING-INTERACTIVE’s Mob-Ex 2021 Awards.
When the pandemic struck, Panasonic’s salespeople had been shedding their current buyer touchpoints similar to retail shops as many individuals kept away from non-essential outings similar to visiting shops to buy house home equipment. This meant that regardless that Panasonic’s nanoe™X might successfully inhibit viruses, a function that many individuals would scramble for in a pandemic atmosphere, there was not sufficient consciousness or sufficient utilization of the product to permit nanoe™X the chance to supply safer environments.
To handle the challenges, Panasonic teamed up with Seize to develop a method with the goal of making a brand new mobility service that may present drivers within the execution of their duties a peace of thoughts and on the identical time, talk the deserves of nanoe™X throughout Southeast Asia in such a means that the model traits are greatest represented and the advantages are shortly understood by potential prospects.
Panasonic needed to coach the general public in regards to the risks of air air pollution and airborne viruses and encourage the necessity for a high-tech air air purifier to remain protected indoors. As such, the marketing campaign was designed to focus on the next stakeholders in order that Panasonic can provide precise model experiences on to the goal shoppers:
1. Seize passengers
Use of Seize In-car Showroom of Panasonic air purifying know-how nanoe™X to supply peace of thoughts throughout Seize rides.
2. Seize drivers
Use of air purifiers with nanoe™X know-how to maintain in-car environments clear and make sure that Seize drivers can keep protected and proceed working even in the course of the pandemic.
3. Seize Company Workplace
Use of air purifiers with nanoe™X know-how to maintain indoor environments clear and guarantee enterprise continuity and resilience in the course of the pandemic
Panasonic deliberate to leverage Seize’s SuperApp knowledge and presence in tons of of cities in Indonesia, Vietnam, Malaysia, and Singapore to focus on prospects at scale by combining on-line and offline channels seamlessly. The staff aimed to construct consciousness by way of in-app Seize advertisements. Panasonic additionally deliberate to leverage Seize vehicles as cell OOH billboards for the marketing campaign, maximising consciousness, attain, and model expertise.
The staff used eye-catching, illustrative visuals of airborne viruses and Panasonic’s new nanoe™X Generator air air purifier to inform a science-led product story on the in-app, cell Seize advertisements. On the identical time, the in-car showrooms had been created by strategically putting in-car purifiers in 5,500 GrabCar Premium autos throughout 4 international locations to permit commuting Seize passengers to benefit from the product expertise conveniently.
Customers had been additionally navigated to the Panasonic web site so they may be taught much more in regards to the product’s know-how and go additional down the consideration funnel. PR occasions had been additionally held in Singapore, Indonesia, Vietnam and Malaysia on the primary day of the marketing campaign to supply a possibility for the CEO of Panasonic Equipment and regional MD of Seize to ship speeches about their model functions, know-how particulars, and anticipated outcomes.
The cell element was an integral a part of the staff’s general marketing campaign technique as Panasonic might attain hundreds of thousands of customers all through Southeast Asia utilizing solely the Seize platform. Panasonic might information shoppers seamlessly alongside the advertising funnel of consciousness to consideration in a clean and fuss-free method that may contribute to a pleasant buyer expertise. For instance, shoppers might multi-task and examine the advert whereas ready for his or her experience or meals deliveries, strive the product throughout their transfer with GrabCars, after which go to the Panasonic web site seamlessly in-app in the event that they wished to seek out out extra.
The marketing campaign was a powerful success. Instantly after the marketing campaign launch, there was widespread recognition of nanoe™X, leading to a major enhance in demand for residential air conditioners outfitted with nanoe™X. As well as, Seize drivers who didn’t be part of the marketing campaign initially later expressed an curiosity to have their vehicles outfitted with nanoe™X units as properly, even at their very own expense as they had been wanting to have a virus-suppressed atmosphere for themselves and their passengers. The marketing campaign additionally resulted in natural media protection in main information shops similar to The Straits Occasions.