Panasonic & National Trust
Panasonic is committed to creating a better life and a better world, continuously contributing to the evolution of society and to the happiness of people around the globe.
Capture a castle or two.
Typically ABC1 males aged 45-64. They are looking for the simplicity of a compact camera but with greater lens focal range and more creative manual features, without having to make the leap to DSLR.
Provide retailers with an alternative to the standard cashback promotion to drive traffic in-store and online Stop the declining sales of Panasonic ‘bridge’ cameras Support the launch of the brand new Lumix FZ72 camera
To take a special picture you need to go to a special place.
Free National Trust membership for 12 months giving the customer unlimited access to over 300 historic monuments, gardens, countryside and coastline across Britain. Worth £97.
Concept Partner negotiation and fulfilment Creative assets used for POS, email and promotional website Promotional website design and build Customer services Campaign management
Target: create a partnership with the National Trust.
Actual: National Trust became an integrated partner.
Target: stop the declining sales of Panasonic ‘bridge’ cameras
Actual: maintained healthy sales by standing out with an emotional offering with a higher perceived value than cashback
Target: attract older male audience
Actual: 69% of redemptions came from men while data shows majority (27%) of redemptions were aged 55-64 closely followed by 45-54 group (25%) and 65+ (22%).