In a disconnected America where technology just serves as another barrier to personal communication and connection, families are looking for ways to connect with each other and spend more quality time. Panasonic used that insight and tried to change perceptions of technology to something that can bring families together. A campaign was created where families were given ways they can use Panasonic’s line of products to create quality time and have more reasons to get together around the digital hearth, ie the Panasonic HDTV. This campaign was built around a rallying cry: “It’s time to bring back Family Time”.

Staging A Revolution.The effort was a multi-platform integrated campaign that utilized a unique media approach. It started with commissioning a research study to quantify the problem of disconnected families. Then for the month of October, Panasonic in association with ABC, created the “Panasonic Family Night” by sponsoring a 2-hr block of family-friendly programming. Ads also run on USA Today and online (Disney.com, parents.com, aol.com) with ideas on how to use technology to create family quality time. Finally, on the microsite LivinginHD.com, families could take a poll to determine their “family-time deficiencies” and pledge time to spend with their families.