Credits:
Type Of Entry: Use of Media
Category: Event and Field Marketing
Title:
LUMIX BATTLE
Advertiser/Client: PANASONIC
Product/Service: PANASONIC DIGITAL CAMERA
Entrant Company, City: PUBLICIS THAILAND, Bangkok
Country: THAILAND
Sales Promotion/Advertising Agency, City: PUBLICIS THAILAND, Bangkok
Country: THAILAND
Credit Details:
| Name |
Position |
Company |
| Kitti Chaiyaporn |
ECD |
Publicis |
| Chalit Manuyakorn |
Copywriter |
Publicis |
| Varalee Sangsomsap |
Copywriter |
Publicis |
| Kitti Chaiyaporn |
CD |
Publicis |
| Sanpathit Tavijaroen |
Art Director |
Publicis |
| Samakorn Lohachala |
Art Director |
Publicis |
| Kitti Chaiyaporn |
Art Director |
Publicis |
| Wira Suwansilp |
Agency Producer |
Publicis |
| The Glue Society |
Director |
|
Objective:
To promote 2 similar camera models among the cluttered market.
Development:
Instead of a conventional advertising campaign, we created a new kind of sport called "Lumix Battle" allowing people to really experience our new digital camera. Just like a paint ball game, instead the weapon is your digital camera. The mission is to shoot as many opponents as you can.
Relevance:
Lumix Battle allows people to really experience our new digital camera while they are figthing each other, so it is a promotional campaign that provokes a fight to spark sales.
Outcome/Results:
Lumix Battle was a proof of success. Throughout the country, there are more than 10,000 people joined the games. After the final match, the champion became headlines in sports newspapers and TV. The fun kept rolling, when Thai teenagers set up their own local Lumix Battle match, which later become a part of street culture. And, of course, the sales volume of Lumix digital camera has risen by 150% in 2 months period (FX33 model sold slightly more than FX55).
