2023 MarCom Awards – Best TV Campaign

The core of the campaign was a 15-second creative designed for high rotation. The campaign was created to be flexible, allowing it to target various audiences throughout the year and adapt to different seasons. The ‘Extremes’ campaign succeeded in repositioning Panasonic from #4 to #3 in the air conditioning category, exceeding its goals with an impressive number of clicks to site (+2652% higher than forecast). The average CPA was also -99% more efficient than the forecast. Additionally, thanks to the winter creative ‘turn chilly to tropical’, the number of audiences requesting a Panasonic air conditioning installation quote increased by 63% YOY during the winter period.

THANK YOU

Awaken Media was engaged by Panasonic to develop a creative campaign for their air conditioning unit featuring nanoe X air purification technology. The campaign aimed to elevate Panasonic from the 4th most popular air conditioning brand by resonating with homeowners aged 25-54 in Queensland, New South Wales, and Victoria who were looking to renovate or upgrade old systems.

Awaken chose to focus on the concept of “Extremes”, referencing the harsh climate conditions Australians often face, from scorching heat to chilling cold, bushfires to flooding. The campaign addressed these extremes through five persona-based creatives that catered to a variety of customer needs and concerns, such as heat, pet allergies, dampness, cold, and hay fever. Each creative exaggerated these conditions to showcase Panasonic’s capability in providing comfort in the most extreme circumstances.