Titanium > Titanium and Integrated
VIERA MARATHON
PUBLICIS THAILAND, Bangkok / PANASONIC / 2009
Overview
Credits
OVERVIEW
Effectiveness
The campaign turned out to be highly successful with more than 108,000 registrants. Over 2,000 players joined the Viera Football Marathon, achieving a total score of 649 : 623.
56,150 people registered as home contenders, and averaged 19.32 hours watching Viera Football Marathon. Over 50,000 enthusiasts applied to break the World’s Longest TV Viewing record, but only 20 made it to the finalists.The broadcast of the Viera Football Marathon, essentially a 72 hour commercial, resulted in more than 45 million people tuning in during the three days. Media channels helped to promote the event and achieved a media value worth $20 million.
A total of seven people broke the world record together and proved to Thailand that the 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.
Execution
Thais from all walks of life were challenged to participate in both The World’s Longest Football Marathon and The World’s Longest TV Viewing Marathon through a mix of media. Two websites, JoinWorldLongestFootballMatch.com and JoinWorldLongestTVviewing.com, were launched for registrations. The longest poster, the longest viral challenging consumers to an Eye Test and Yawning Test, the longest live stunt and coffee-beans giveaway packs were used to generate excitement.In the Viera TV Viewing Marathon, contenders are required to focus on the TV in a specially constructed Viera Viewing Hall, with only a 5 min break allowed per hour. Anyone could also register with TTV to challenge the Viera TV viewing contenders from home. CCTV was installed in the Viera Viewing Hall so that home contenders can see and compare the differences between themselves and the Viera users. They can then update their status by sending an SMS to TTV.
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