2023 Webby Awards – Best Video Campaign

In the face of a limited creative budget of $50,000, Awaken rose to the challenge presented by Panasonic, who is now a valued client.

Our mission was to launch a compelling campaign for their existing air conditioning units, strategically elevating their sales and reputation above the competition. While creativity is our forte at Awaken, this project required more than just ingenuity. It demanded resourcefulness and a deep understanding of the Australian climate and culture.

With temperatures soaring to scorching heights of 40°C (104°F) and beyond due to global warming, home comfort has become a necessity. The challenge was to make people feel a connection to this seemingly mundane household item. Our solution was to tap into the concept of home comfort and showcase Panasonic’s capability in providing this needed comfort, even in the most extreme circumstances. Panasonic Air Conditioners are what you and your family need…

Panasonic’s objectives were clear: position the brand as a premium and functional air conditioning company, emphasizing features like nanoe X technology and the air purification capabilities. Our task was to breathe life into these selling points through an engaging, customer-centric campaign that would leave a lasting impact on our target audience.

THE STRATEGY

Despite the obvious need to address the issue of heat, we recognised that Panasonic’s air conditioners could offer much more. Australia’s climate is a land of extremes, from blistering summers to freezing winters, and we strategically highlighted five key areas where Panasonic air conditioners excell.

To cater to the diverse needs of our target audience, we designed our campaign around five common personas:

  1. Those struggling with heat – ‘Stay Arctic Cool’

  2. Pet owners – Tackling allergens and odours

  3. Those dealing with damp issues – A drier, fresher living solution

  4. Individuals who are always cold – Bringing warmth back into your home

  5. Hayfever sufferers – ‘Stay Dry and Fresh’

We visually portrayed how Panasonic could handle these extreme conditions in an exaggerated manner, assuring customers of their reliability and effectiveness. Additionally, we showcased Panasonic’s ability to outperform other brands by addressing extreme allergen events, and how nanoe X technology could purify the air, and in turn, protect their families.

DATA & TARGETING

With a laser-focused approach, we targeted four key regions: Queensland, New South Wales, and Victoria, regions where Panasonic already had a presence. Our target audience comprised both male and female homeowners aged 25 – 54 looking to renovate or upgrade their air conditioning systems. Our goal was to boost Panasonic’s position from the 4th to the 3rd most popular air conditioning brand in Australia.

THE RESULTS

Awaken’s ‘Extremes’ campaign successfully addressed the concerns of different personas throughout the year, whether related to allergies, home heating, cooling, or purification. This year-round strategy led to a significant shift in Panasonic’s positioning, moving from #4 to #3 in the air conditioning category.

From a conversion perspective, our campaign exceeded expectations with 51.9K clicks to the site, a remarkable 2652% higher than forecast, and an average CPA of $2.63, 99% more efficient than expected. Furthermore, our clever winter creative, ‘Turn Chilly to Tropical,’ contributed to a 63% increase in website visitors YoY, successfully driving requests for Panasonic’s air conditioning installation quotes during the winter period.

Thank you…