Brand Experience and Activation > Use of Media
LONGEST FOOTBALL MATCH
PUBLICIS THAILAND, Bangkok / PANASONIC / 2009
Overview
Credits
OVERVIEW
ClientBriefOrObjective
Panasonic Viera had come up with the world’s first Eyecare Technology which promises less eye irritation. Our mission was to excite Thais about the technology and increase Viera sales. The Viera Marathon, consisting of the World’s Longest Football Match and the World’s Longest TV Viewing, aimed to create this excitement, and involve as many Thais as possible to create a memorable impression of Panasonic Viera for them.
Implementation
Since the technology promises less eye irritation, Viera viewers would be able to watch TV longer than the average viewer. The most convincing way to showcase this is to prove it. Consumers can experience the technology first-hand with The World’s Longest TV Viewing Marathon, a competition that challenges them to watch non-stop TV for 72hrs.We came up with the Viera Football Marathon (football being Thailand’s most watched sport) as the content and this led to a partnership with Channel TTV, where we took over the programming for 72hrs and broadcasted the Football Marathon LIVE to the whole of Thailand.
Outcome
Over 2,000 players joined the Viera Football Marathon, achieving a total score of 649: 623. Over 50,000 enthusiasts applied to break the World’s Longest TV Viewing record. The Viera Football Marathon, essentially a 72 hour non-stop commercial, resulted in more than 45 million people tuning in over the 3 days.
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.
Relevancy
We believed that the most convincing way to showcase the new TV technology is to prove it. The Viera Marathon serves not only to prove the effectiveness of the product but also to generate excitement about the new technology by bringing the whole country together to break not one, but two world records: the World’s Longest TV Viewing and the World’s Longest Football Match.It was a unique branded programme that brought the message to life and cut through the clutter of TVCs, especially in the highly commoditised TV category where products have little differentiation.
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