CHALLENGE

Panasonic Canada was ready to launch their new global positioning, “Ideas for life,” targeted to a marketing-savvy university market. They challenged Fuel Industries to break through the clutter within the constraints of a relatively small media budget by creating an online brand experience to spread their new message.

STRATEGY

Younger generations are increasingly looking for entertainment online. We created an eight-episode online series combining television genres that are popular among the target demographic: reality show, scavenger hunt, comedy series, and soap opera, tying in recent events and in-depth character development to keep them coming back to the site. Players follow the adventures of one of our heroes and maybe along the way, get lucky themselves…by winning one of thousands of cool Panasonic prizes.

CREATIVE & EXECUTION

The story revolves around four university students the target demo would relate to: young, quirky, on the prowl for love. It begins when our hero wakes up and realizes, to his horror, that the phone number a girl wrote on his hand at a bar the night before somehow got smudged and is now illegible.

In each weekly episode, players interacted with Flash/video hotspots revealing the usability of Panasonic products while picking up pieces of the puzzle to restore all seven digits of the missing phone number so he can reconnect with the girl. Instant win prizes were awarded throughout the campaign, but only those who completed the game qualified for the grand prize - $10,000 in Panasonic products.

The integrated campaign included an email push to members of beer.com, a newsletter, online and washroom advertising, and a full cinema ad buy - all with the goal of driving brand positioning and purchase intent.

PERFORMANCE

Get'N'Lucky was Panasonic’s largest online promotion with over 65,000 players across all age groups and both genders. The interactive game experience extended average visit length to over nine minutes, and with the majority of players interacting with all eight episodes, that translates to over an hour of exposure. On a budget of under $200,000, the Get'N'Lucky media campaign delivered over 21.5 million impressions across all mediums.