We decided to bring entertainment to life through an integrated outdoor campaign that engaged the nation in a hunt for TV characters that escaped from a Viera 3D TV, into the city. The idea was: Take their photos, take home a 3D TV. Clues targeted on-the-go consumers (over 1,000,000 smartphone users) through Facebook, radio and mobile messaging, keeping them in the game everywhere.

Beyond exceeding sales targets by 25%, the campaign helped engage Panasonic’s audience through a TV launch that was, actually, entertaining.