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.
“Anti-Virus Mobility” by Panasonic, HAKUHODO, Grab – Best in Marketing Innovation
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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After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.
We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.
Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.
Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.
Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.
Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.
