Campaign Spotlight

Panasonic engages with Media Prima for branded content this Hari Raya

Panasonic Malaysia has invested in a major collaboration with Media Prima Berhad to strengthen its prominence in the electrical consumer product segment. The company’s partnership with the nation’s leading integrated media network is aimed at deepening Panasonic’s product penetration across the larger Malaysian households.

Tapping into the upcoming Ramadan and Raya festive season, this innovative collaboration entails a multi-platform content partnership, which builds a tailored brand persona for Panasonic to appeal to the wider mass Malay consumers.

Cheng Chee Chung, Managing Director of Panasonic Malaysia, said, “With over 40 years of local presence, Panasonic is synonymous with quality electrical products for many Malaysian households. We are committed to enriching the lives of our consumers by delivering good quality and durable products that fulfil their ever changing lifestyles, making each family occasion more meaningful. Our partnership with Media Prima Berhad is another significant platform for us to reach out to more families and make consumer lives better.”

According to the company, this effort is instrumental in driving the company’s growth as Malaysia sees a gradual recovery in consumer confidence level. The first quarter 2017 Consumer Sentiments Index (CSI) rebounded by 6.8 points to 76.6 points on a quarter-on-quarter basis after recording declines in preceding quarters [1]. Panasonic capitalises on the electrical consumer product sales as a key contributor to its quarter-to-quarter growth in Malaysia.

Commenting on Panasonic’s initiative to engage the mass Malay consumers in conjunction with Ramadhan and Raya, Nini Yusof, Director of Sales and Strategy for Client Service Group of Media Prima Berhad said, “This partnership reaffirms Media Prima Berhad’s leadership as the largest media conglomerate with the ability to reach the broadest audience across multiple platforms. More than that, we offer our creative resources to produce highly engaging content that is relevant to the Malay audience. Together with Panasonic, we delivered ‘Panasonic Ketupat Rendang Brownies Coklat’, a heart-warming drama that connects emotionally with the target audience and serves as the perfect show that brings the whole family together.”

The drama series stars Malaysia’s well-loved artistes including popular performers Rita Rudaini and Rashidi Ishak, alongside the veterans Khatijah Tan and Meor Hashim Manaf, as well as young performers Khayrisyah Kamal and Habeil Lutfillah. The series features integration of various Panasonic products to portray the brand as an integral part of Malaysians’ lives.

In extension to the series, Panasonic also engages consumers through multiple touch points involving branded content across channels, Panasonic branded light rail transit (LRT) and engagements through numerous platforms under Media Prima Berhad like The New Straits Times Press, Big Tree, radio stations and tonton.

In further harnessing the star appeal of the cast members, Panasonic appointed Rita Rudaini and Khatijah Tan as the official ambassadors of its ‘Sehati Beraya’ promotion that runs from 16 May – 30 June 2017. Customers can make their Raya celebration more meaningful with Panasonic’s ‘Kombo Sehati’ bundle promotion, Purchase-With-Purchase, gifts that are applicable to any purchase of Panasonic’s selected products.

‘Panasonic Ketupat Rendang Brownies Coklat’ airs on TV3 every Thursday at 6.00pm from 25 May – 15 June 2017. Viewers can also catch the repeat telecast from 3-6 July 2017, Monday to Thursday at 5.35pm.

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