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Panasonic Flexes Business Muscle to Attain Top 100 Global Brand Ranking


World-leading technology provider is working with Proctor + Stevenson and equimedia

Panasonic Flexes Business Muscle to Attain Top 100 Global Brand Ranking

Panasonic achieved an impressive ranking of 68th in the ‘Best Global Brands 2016’ report, recently published by Interbrand, the world’s leading brand consultancy.


Unlike many other brands ranked in the top 100, Panasonic’s 2016 submission to Interbrand was based upon the market awareness work it is doing to change its brand from being perceived as B2C to also include B2B.  Panasonic can do this because, where traditional Japanese electronics firms have struggled with the pace of change in today’s technology, Panasonic’s diversification has stood it in good stead, with more than 70% of its global revenue is now generated outside consumer markets.


So how could this track record of success in the non-consumer world be made famous? The story began in 2015 with Panasonic Europe.


Panasonic Europe helps drive change towards B2B brand awareness

Thanks to its existing sophisticated digital marketing platforms and ability to measure marketing impact on sales accurately, Panasonic’s European Business Systems division was chosen as the ideal proving ground for a global B2B brand campaign.


Focusing on the working-age populations of the UK, France and Germany, an awareness campaign was built around digital advertising – including display, social and search – a dedicated B2B website and Market tracking technology. Again in a departure from the norm, advertising was concentrated outside of working hours, when people would have more time and freedom to browse, absorb and engage with the messaging.


All creative was designed and delivered by Bristol-based Proctor + Stevenson, and media strategy by equimedia, both long-term global partners of Panasonic. From the campaign’s earliest days, the agencies worked in close collaboration with key members of the Panasonic System Communications Company Europe team to develop an integrated approach that would help its already successful business proposition achieve even greater fame.


Time to think again?

To grab customer attention, a strategy of “shock and amazement” was used. Sharing the many stories of world records, world firsts and world-leading achievements Panasonic has in its locker, ‘wow’ moments piqued interest and generated curiosity, leaving people keen to discover more about the business.


Also paying respect to Panasonic’s consumer heritage, but using it to challenge perceptions of the company, the advertisements all started by asking viewers to ‘think again’.


The campaign began in May 2016 and will continue in France and Germany until early 2017, with initial indicators suggesting outstanding success (along with Interbrand’s endorsement).


For the May-July UK phase of the campaign…

- 87,772,809 advertising impressions were served across social networks, programmatic display, YouTube, and search.

- 104,499 users came to the campaign website, which features amazing facts, records, and B2B customer stories.

- 84% of those were new visitors.

- Campaign awareness within the total pool of target respondents was an outstanding 25% (this rose to 47% among the demographic of males in their 20s).

- As of August 2016, the sales pipeline associated with the campaign is more than €900,000, with that figure already growing as search activity increases.


Stephen Yeo, the Marketing Director, Panasonic System Communications Company Europe said “We are delighted at the success of our B2B awareness campaign and this high-profile endorsement from Interbrand. Panasonic has never advertised on this scale as a B2B company, so we are challenging our own ways of thinking and perceptions in the global market. I thank my colleagues in our Central Brand team in Japan for their ambition and willingness to take this bold step, and the European expertise of Panasonic, Proctor + Stevenson and equimedia in delivering such a ground-breaking marketing campaign.”

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Genres: People, Fri, 14 Oct 2016 09:10:56 GMT