Panasonic CES 2008 Campaign

Panasonic asked i&D to assist them in the creative development of their 2008 CES campaign. It was a big year for them as they were giving the Opening Keynote Address, sponsoring the Olympic Games and unveiling big products like the world’s largest plasma. We created the core theme and dictated how it should be carried out across all materials. Then we developed a print advertising campaign, large format signage and billboards, digital signage, the official Website, a virtual tour of their Mobile Tour transforming truck, the Keynote mainstage presentation and email blasts.

The Result a memorable campaign that drove home the power of their brand and brought them their most successful Keynote ever.

 

Industry
Consumer Electronics

Components
Overarching Theme
Print Advertising
Large Format Signage
Mobile Billboards
Digital Signage
Keynote Presentation
Website
Virtual Mobile Tour
Email Blasts

Overarching Theme

i&D came up with “The Flame” theme to provide overall branding and synergy across all Panasonic CES materials. It embodied all of their initiatives for that year – their Olympic partnership, their leadership role in the industry “lighting the way” into the future, and bringing back family time around a “digital hearth.” Here are the Panasonic Booth style guidelines which included usage of the flame, a typographic system and photography style rules.

Print Advertising

We developed a print advertising campaign for Panasonic’s VIERA HD flat screen TVs that incorporated the flame theme and introduced their “See it in VIERA” messaging as well. We used powerful photography of children gazing up at the screens in awe of their beauty and wonder. Whimsical elements like bubbles and aquariums were utilized to drive home the immersive and almost magical experience of watching a VIERA TV.

Large Format Signage

Large format banners were created for the Las Vegas Convention Center and Airport which built upon the flame and VIERA themes, and brought in some Olympic elements as well.

Mobile Billboards

i&D also created mobile billboards that were driven all over Las Vegas before and during the CES show.

Digital Signage and Product Placard Templates

Digital signage and product placard templates were created by i&D for the Panasonic Booth, so that all product areas would maintain synergy and even materials developed by third parties would be cohesive.

Opening Keynote Presentation

i&D created a template system for the Opening Keynote Presentation which was shown on three giant screens. Many templates were developed including title, brand, sponsor, product info, and lifestyle – all adhering to the CES style and Panasonic brand – that supported and punctuated the excitement around the event.

Website

A Flash and HTML website was also created by i&D to bring the CES excitement to those who couldn’t experience it first hand. We integrated videos into the site every day of the show, and Flash banners and email blasts drove traffic to the site. Watch a demonstration of the CES Website by clicking on the video below:

Virtual Mobile Tour

i&D created an interactive tour of the Panasonic Living in High Definition Truck, which transformed into a small building and showcased HD products. We developed it in Flash and sent users on a fun adventure through the truck using actual renderings of the inside and real content. Watch a demonstration of the Virtual Mobile Tour by clicking on the video below:

Email Blasts

CES-themed email blasts were also created by i&D to invite people to the Press Conference and Opening Keynote Address, and to drive traffic to the Website as well.

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