2024 Crocodile Awards
Best Data-Driven Campaign
The Panasonic Air Conditioning campaign exemplifies innovative, data-driven creativity by addressing the unnoticed essential, air conditioning, and turning it into a focal point of comfort and health. Leveraging unique insights into consumer behaviour and extreme Australian climate conditions, our campaign redefined home comfort, directly aligning with the Creative Commerce Crocodile’s criteria for effectiveness and innovation in commercial strategy.
The Results
The campaign’s success was undeniable: Panasonic moved from the fourth to the third most popular AC brand. Our targeted, dynamic approach resulted in a staggering 2652% increase to clicks to the site, and dramatically lowering the cost per acquisition. Specifically, our winter campaign ‘turn chilly to tropical’ led to a 63% YOY increase in website visitors, significantly boosting quote requests for installations.
This campaign not only altered Panasonic’s market position but also set a new standard for data-driven creative strategies in the air conditioning sector. Additionally, the campaign’s recognition on Gruen Transfer for its creative approach, despite humorous concerns about pet displacement, underscored the campaign’s impact and public engagement.
Thank you…
Challenge, Context and Objectives
Our challenge was to shift the perception of Panasonic air conditioners from a luxury to an essential household item, reflecting the extreme Australian climate. Previously ranked fourth, Panasonic aimed to climb the market ranks and be recognized for its premium features, particularly the nanoe X technology for air purification.
We identified the fundamental truth that air conditioning is only noticed during extremes, shaping our campaign to highlight Panasonic as the solution to extreme discomforts, thereby addressing consumers’ desire for consistent home comfort.
Insights and Strategy
Our strategy hinged on the insight that consumers only notice air conditioning during discomfort. Our research led us to develop key consumer personas and their unique discomforts, from heat to allergens. This led to the ‘Extremes’ campaign, targeting personalised comfort solutions.
By mapping weather, pollen, and pollution data, we created a dynamic advertising model that triggered specific creative executions based on current conditions, ensuring our message was always relevant and top of mind. This strategic use of data to inform creative development and optimisation distinguished our approach, making Panasonic a leader in personalised home comfort.
Bringing the Strategy and Idea to Life
We brought this strategy to life with a diverse creative suite reflecting Australia’s extremes: from scorching summers to chilly winters, tackling allergens to battling dampness. Our media placements were just as strategic, activating different creatives based on real-time environmental triggers. This not only showcased Panasonic’s range of solutions but also placed them at the forefront of consumers’ minds precisely when they needed it.
The highlight was our 15-second visuals, designed for high rotation, which became conversation starters, ultimately featuring on popular shows like Gruen Transfer, sparking debates on creativity versus practicality – especially regarding the fate of cats when the AC turned on!