Starting this week, MARKETING Magazine will be featuring the Bronze winners of APPIES Malaysia and Asia Pacific 2022 Marketing Campaign Awards by sharing the campaign stories.
Hakuhodo, Singapore received Bronze for their campaign with Panasonic under the category of Best in Marketing Innovation.
Their extraordinary live performance got the judges and audience on their feet which further explains the Bronze winning title.
Panasonic teamed up with Grab, Southeast Asia’s No.1 ride-hailing company, which has over 200 million app downloads and is a part of people’s lives in SEA.
The agency’s strategy was to leverage Grab’s SuperApp data and presence in hundreds of cities in Indonesia, Vietnam, Malaysia, and Singapore to raise awareness of Panasonic “nanoe™X ” by Omni-channel Strategy:
Simultaneously, to deliver the physical experiences of the technology, the agency has enabled consumers to feel the Panasonic’s “nanoe™X ” air purifiers in Grab vehicles.
5,500 Grab vehicles in 4 countries of ID, VN, MY, and SG were transformed into mini experiential showrooms with in-car-placed Panasonic “nanoe™X ”air purifiers.
These vehicles also had car wrapping ads and became moving Out-Of-Home ads, maximising awareness, reach, and Brand Experience across Southeast Asia.
As a result, this campaign contributed to the Market Growth of Air Purifying Devices in SEA.
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