Football is Thailand’s most-watched sport. Thus, we came up with the idea of The World’s Longest Football match (football being Thailand’s favourite sport) for the branded content. Thais from all walks of life were recruited for both the Viera Football Marathon and Viera TV Viewing Marathon through virals, posters, live stunts and websites.

This led to a collaborative partnership with TV channel (TTV). We took over TTV for 72 hours and broadcasted the Viera Football Marathon LIVE to all 63 million Thais as well as the contenders for Viera TV Viewing Marathon. A Viera viewing hall was specially constructed for the TV viewing contenders and anyone could register with TTV to challenge the Viera contenders with their own TV from home. Home contenders can also see and compare the differences between themselves and the Viera users via CCTV. They can also update their status by sending an SMS to TTV.

The Viera Marathon, essentially a 72 hour non-stop commercial, resulted in more than 45 million people tuning in over the span of 3 days. National media channels helped to promote it, achieving a total airtime of 4320 minutes and a media value worth $20 million.

A total of 7 people managed to break the record together and proved to Thailand that the Viera Eyecare Technology is effective. For the first time, Thais became interested in the new technology of a brand. Viera sales rose 250%, breaking all Panasonic Thailand’s sales record in the process.