Panasonic is launching the strongest and most comprehensive advertising campaign in the company`s history to promote its high-definition plasma displays, advanced digital still cameras and innovative DVD recorders.
SECAUCUS, NJ (May 11, 2005) - - Using newspapers, radio, local and national cable TV, network TV, top Internet sites, in -store video presentations in major retailers, and a mall tour in major markets, Panasonic is launching the strongest and most comprehensive advertising campaign in the company's history to promote its high -definition plasma displays, advanced digital still cameras and innovative DVD recorders.
The second quarter campaign, representing an advertising investment more than triple the amount spent in the same time period last year, comprises multiple marketing and promotion elements that build on and support each other to maximize reach and frequency.
"We specifically set out to create a breakthrough campaign which utilizes a full circle of marketing, from mass media to a dynamic, informative web site, to working very closely with our channel partners to provide in -store training and demonstrations," said Gene Kelsey, Panasonic Vice President, Brand Strategy Group, "all to increase the number of contact points with the end consumer."
"The new series of commercials set up simple universal truths that consumers can identify with," said Kelsey, "with products that not only express 'Ideas for Life' but ideas that consumers can't live without. The three TV commercials, for plasma, DVD recorders and digital still cameras, have a unique cinematic feel to them, due in large part to the direction of Andrew Douglas, who directed the current Amityville Horror."
The commercial tagline, "Life. It can be shaky sometimes," employs the universal truth that life can indeed be shaky to introduce the benefits of Panasonic's widely acclaimed digital still cameras' Optical Image Stabilization feature. Another commercial extols the benefits of Panasonic's DVD recorders, which currently hold more than 30% market share, with the title, "Life. We hold on to the things we love." The commercial drives home the message that the versatile recorders not only let consumers capture favorite TV programs but also allow them to preserve home videos and family photos. For Panasonic high -definition plasma televisions, "Life is Color" establishes another universal truth, with the payoff being - nothing shows color quite like the new HDTV from Panasonic, America's best -selling plasma brand.
Key elements of the campaign include drive -time radio programs with personalities Don Imus and Howard Stern, and ESPN's Mike & Mike Show; the season finales of 24, Lost, Alias, Desperate Housewives and other top -rated TV programs; extensive coverage on national cable channels; and local television and radio targeting the Hispanic market.
Elements of the campaign were created by Grey Advertising, Renegade Marketing and Panasonic's in -house creative team.
Panasonic Consumer Electronics Company, Division of Matsushita Electric Corporation of America, markets a broad line of digital and other consumer electronics products. Based in Secaucus, N.J., Matsushita Electric Corporation of America is the principal North American subsidiary of Matsushita Electric Industrial Co. Ltd. (NYSE: MC) and the hub of Panasonic's U.S. marketing, sales, service and R&D operations. Additional information on Matsushita Electric Corporation of America and Panasonic is available at www.panasonic.com. Additional company information for journalists is available at www.panasonic.com/pressroom or through the company's toll -free fax -back system at 888 -734 -7490.