Panasonic Malaysia and Naga DDB Tribal turn invisible air into visible “Airdibles”’
When it comes to indoor air, most Malaysians are unaware that air pollutants can get up to 10 times worse than the outdoors. The fact that our lifestyle today means we spend more time indoors, we are more likely to be affected by exposure to indoor pollutants.
With that in mind, Panasonic Malaysia introduced nanoeTM Technology into their line of air conditioners. It’s a built-in air purifying system that removes 99% of indoor air pollutants.
However, because air is something people can’t see, they often choose to take indoor air quality for granted.
In bringing visibility to the problem, Panasonic worked with Naga DDB Tribal to create Airdibles, a creative campaign that uses indoor pollutants as ingredients to form iconic Malaysian cuisine such as Nasi Lemak, Teh Tarik and Curry Puff.
“We figured that people wouldn’t consciously eat or drink anything dirty. But what they don’t realise is that they’re already “consuming” it by breathing in air pollutants on a daily basis. So the idea was to turn air into something tangible, something that Malaysians would immediately recognize,” said Jerome Jambu, Associate Creative Director of Naga DDB Tribal.
The campaign kicked off with 3 main videos launched on social media platforms. Made to mirror recipe videos, air pollutants such as dust, hair, mould, and pet fur were used as the main ingredients to make the “Airdibles”. Following the recipe videos, a 2-minute web film was released to address myths about indoor air, explaining how nanoeTM Technology works to remove indoor pollutants.
The videos lead viewers to a webpage, where they can learn more about how much pollutants it takes to create an “Airdibles” delicacy. The webpage also includes a few interactive features and a section about Panasonic nanoeTM Technology air conditioners.
Since its launch on 12 July 2018, the 3 recipe videos have collectively earned 1.5 million views on Facebook and the web film has garnered over 700K views on Youtube.
BEST OF GLOBAL DIGITAL MARKETING Conference 2018
The Best of Global Digital Marketing returns to Malaysia – showcasing best practices from all over the world!
Feeling a bit puzzled regarding what actually makes your content shine in the digital space?
Having investigated hundreds of case studies from all over the world – we now have the answers for you.
Hando and his team have monitored over 200 digital marketing award show across the globe. Based on this extensive work, they produce in-depth case studies which go into the making of the Best of Global Digital Marketing conference. Meet them in person:
Speakers with digital domain expertise:
# Hando Sinisalu – CEO and Speaker, case.digital (previously known as Best Marketing International)
# Joakim Borgstrom – Executive Creative Director, BBH Singapore
# Nikhil Panjwani – Creative Director, BBH Singapore
# Roman Olivarez – Creative Director, Lowe Makati City
# Amit Sutha – Managing Director of Universal McCann and Ensemble
Global Case Studies include:
- Wendy’s ‘’Find the Burger’’
- Rexona ‘’Mobile Voice Pack’’
- KFC ‘’Rain or Shine – KFC Sells’’
- IKEA ‘’Human Catalog’’
- NIKE ‘’Hyper Court’’
- Dove “Image_Hack”
- Ontario Tourism ‘’Where Am I?’’
- Santander Bank “Beyond Money”
- McDonald’s “Promoticon”
- Nissan ‘’KEFA – Fake Spare Parts’’ and many more!
Date: 4 September 2018 (Tuesday)
Venue: Sime Darby Convention Centre, Kuala Lumpur.
Time: 9.00am – 5.00pm
Book your seats early, HRDF-Claimable!
Call Ruby/Amira 03-77262588 or email [email protected] | [email protected]
Register and Download event PDF here
Full details: http://best-marketing.eu/events/kl-2018/
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