What does it take to get sales people excited about your latest campaign
- Project Details
- Category: B2C
- Client: Panasonic
Capturing the imagination of the consumer is one thing. Sparking interest in your latest retail campaign among busy store proprietors is quite another.
That was the task ahead of us with Panasonic’s myHome Screen campaign.
Our challenge was not only to launch the new range of TVs to customers but also to communicate the product benefits and how Panasonic were supporting stores to drive demand and sales.
This consumer campaign was all about personalisation - bringing everything they loved (from TV shows to apps, photos and home videos) together in one place on a customisable home screen. Taking our cue from the TV campaign and our in-store PoS displays we wanted to create a familiar yet personalised sales experience.
Our clever video in a box did just that. We showcased the above-the-line TV commercial and set out the breadth and depth of the campaign communications all in a single, personalised DM piece.
Using a combination of targeted direct mail and a personal link to our dedicated microsite, we encouraged individual sales personnel to find out more about the campaign and familiarise themselves with the assets available for their stores. With a few simple product questions to test their knowledge, each recipient was then given the opportunity to win a Lamborghini driving experience.