When Panasonic Australia approached Awaken with a brief to bring awareness to the range of products offered by audio equipment brand Technics, we jumped at the chance. This was an opportunity to create a TVC that would shine a spotlight on an iconic company that had become somewhat overshadowed in a busy marketplace, and we were thrilled to step up to the challenge.
One of the greatest strengths of the Awaken team is our passion for storytelling, and so we immediately looked for a way to express the decades-long endurance and widespread impact of Technics.
We did this by following the musical journey of a woman throughout her life. The TVC began with that special moment in her youth in the 70s when she opened her first vinyl, then carried through to her DJing on a Technics deck at a house party in the 80s and later using a Discman with Technics earbuds in the 90s. It then carried all the way through to her today being an older lady who still loves her Technics earphones and sharing the experience of vinyl (and the latest Technics deck) with her granddaughter.
By paralleling the evolution of Technics with this nostalgic coming-of-age story, and using the tagline “Rediscover Music. Technics. Play Forever”, we were able to tap into the deep emotions that many people associate with their lifelong musical experiences. And to remind consumers of the important part that Technics has played along the way.
Our campaign emphasized the longevity and quality of the brand and, crucially, also highlighted the incredible equipment still offered by Technics today.
In addition to creating the TVC for this campaign, which featured across BVOD, YouTube and Facebook, Awaken also developed a comprehensive media plan that incorporated social ads, display banners and search text ads linking through to the Technics landing page.
The campaign was highly successful and drove strong traffic to the landing page and sales for Technics.
https://www.awaken.media/awaken-work-1/technics-play-forever
https://youtu.be/ECr5cdQw9Dg
https://youtu.be/Gg0OXh_o9jc