Panasonic

You can use them in temperatures ranging from -29°C to 60°C temperature, they can fall into water or mud and still work but how do you make a ruggedized notebook appealing to consumers? The answer, show extreme athletes using the product in the Himalayas. The project was awarded with a "Czech PR Award".

Description of the problem

To highlight the rugged qualities of the Panasonic Toughbook range to consumers, PRAM organized a press conference at a special venue decided and let extreme athletes do the talking.

Solutions

Based on the results of a survey, we decided to connect the product’s performance to extreme athletes whose experience in mountain environments connected well with the rugged qualities of the laptops. This enabled us to make the product benefits appealing to consumers. We invited a number of alpine skiers to take the Toughbook on an expedition to the Himalayas. We asked them to use the durable notebooks to write reports, keep up with their social network, process photos and videos, and to keep connected with their family and with the world. After returning from the expedition, we held a press conference at a fun location - a rock climbing club and shooting range. The skiers delivered a very entertaining presentation to the journalists about their experiences of traveling, the environment and conditions they had to work in and finally, their experience with the durable notebook.

Results

• 65 articles published
• 1.5 million people - total campaign reach
• 350,000 - total views of the series in Czech Television
• 7% - growth in business demand
• Czech PR Award