Panasonic wanted to reach over 30-year-old Finns, who were considering to buy a new air source heat pump or to replace the pump they’d acquired in the 1990s. The company also wanted to strengthen the brand preference of their pumps by creating an image of ecological and cost-effective products.
HOW? We decided to choose a well-known spokesperson as the face of the campaign who’d be able to talk about the air source heat pumps in a credible and convincing way. Arman Alizad was a perfect fit for the role with his personality and having the right target audience on a large scale. Dingle created a landing page for the customer, where three content videos were embedded. Each video introduced a different family who, in their own way, featured one of Panasonic’s three key messages (ecology, cost savings and comfort). The videos were customized into social media clips, and an inspirational video for Panasonic’s internal use. The audience was also engaged in a competition on the site, where it was possible to share a story about the purchase and use of an air source heat pump, and a new pump with installation was raffled.
BOOM! The campaign was a huge success. The goals were achieved manyfold and air source heat pumps were managed to made into an interesting product. More than 3410 people took part in the competition and were enthusiastic about sharing their stories about their personal experiences of cooling their home air. The campaign reached 134,986 people through social media advertising. In addition, more than 600,000 impressions and over 900 comments were received on Arman’s channels.