Market Positioning:
Transition air conditioning from a luxury to a necessity, amidst Australia’s rising temperatures.
Brand Perception:
Elevate Panasonic as a premium brand with functional, innovative features in a competitive market.
Our Collaborative Approach:
Research Workshops:
Leveraged emotional connection to home comfort to differentiate Panasonic’s air conditioning units.
Strategic Partnership:
Worked closely with Panasonic to understand and align campaign goals with their brand priorities, focusing on nanoeX technology and air purification.
Partnership Success:
Targeted ‘Extremes’ Campaign:
Introduced relatable scenarios for different personas, addressing Australia’s extreme climates.
Data Triggered Creative:
Scenarios would dynamically change per region based on the weather conditions to create lifestyle relevancy.
Market Improvement:
Elevated Panasonic from 4th to 3rd most popular air conditioning brand, showcasing the campaign’s impact on brand positioning.
Delivered Impact:
Engagement & Conversion:
Achieved +2652% (higher than forecast) clicks to site and a significant reduction in CPA.
Seasonal Relevance:
Increased quote requests and website visitors by 63% YOY during winter, highlighting the campaign’s adaptability and effectiveness.
Recognition:
Creative Excellence:
The campaign was applauded for its innovation, strategic approach, and ability to create a significant positive impact on Panasonic’s business.
Agency Achievement:
Solidified Awaken’s reputation for blending research with creativity & data-driven results, passionately creating a positive impact.
Brand Ad Copied:
The best form of flattery is imitation and our brand ad was copied (with a much larger production budget)
Awards / Gruen Transfer
Gruen:
The campaign was reviewed on the Gruen Transfer positively with feedback that we should have ended with the cats being buried in the backyard!
