The only regulations, or standards, apply to broadcast networks in Australia. Of which none are applicable to this promotion as it was a digitally led campaign. Other non-digital touch points were in-store communications.

Panasonic Australia are at the forefront of technology, and therefore their advertising needed to reflect this for such a niche product such as this. Talking to consumers in the right way. The 28 day direct promotion was hosted on Panasonic's Facebook page and YouTube channel, where fans were invited to unleash their inner deviant. A place they could submit their own ideas for the daily persecutions. Which were then voted on by Panasonic Facebook fans. And the best not only won awesome Panasonic prizes… but unfortunately for Rommy Gulla, became a reality.

28 days, 28 persecutions, 28 prizes, 7,000+ entries, 26,0000+ YouTube views, 270,000+ Twitter impressions, 1m pre-roll views, 1.4m Facebook impressions, 23% more Facebook fans, 54m total ad impressions and an entertaining demonstration of the incredible 28-day storage capacity of the new Panasonic Blu Ray recorder. It even made it onto YouTube’s homepage: a placement money can’t buy. That’s approximately 200% more ad impressions, 300% more clicks to the Panasonic landing page, 400% more video views than a standard media campaign.