Client: Panasonic
Agency: Clemenger BBDO
Project: Text Quiz
Solution: RedDirect
Launched: July 2006
Campaign length: November 2006
Campaign Website: www.viera.co.nz
Background:
The Panasonic Viera range consists of widescreen Plasma and LCD television sets, designed to intensify and enhance a person’s television and video experience.
In conjunction with launching this range in New Zealand, Panasonic Viera also wanted to implement a fun and easy txt competition giving New Zealanders the chance to win one of four Plasma television sets. In order to achieve this, Panasonic Viera and Clemenger BBDO enlisted the assistance of Run The Red to make this happen.
Objectives:
Promotion of Campaign:
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Website
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Instore promotion
How it worked:
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To enter into the competition users logged onto the Panasonic Viera website and answered four questions regarding the Panasonic Viera range. These were multi-choice questions, and consisted of an A, B, C, or D answer.
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After the questions had been answered, the webpage requested that users txt their name as well as the answer combination through to the short-code to be in the draw to win one of four plasma screens.
Results:
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The competition was a huge success over the four months in which it was running, in total there were over 126,000 messages that were passed through the system and over 56,000 unique users!
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This competition effectively enhanced the brand awareness of Panasonic Viera, as well as educating the New Zealand public of the features and benefits of the Plasma and LCD range.
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