Enhancing the reputation of a global market leader

Background

Panasonic TOUGHBOOK doesn’t just set standards for rugged computing: it defines the entire industry. But having been champion of the market since the mid-90s, TOUGHBOOK needed to expand its appeal even further – not only to defend its existing position as an industry leader, but to attract an even wider audience to its brand.

Challenge

Help TOUGHBOOK find new territory, moving beyond the traditional technical sell of speeds and feeds. The key was to take a more emotive approach, digging right down into the fundamental ‘why’ of the brand and matching the capabilities of TOUGHBOOK devices with the skills and requirements of the people using them.

Solution

By focusing on five key sectors in which TOUGHBOOK could flourish, and delivering one key message to unite them all, the 'Specialist in You' campaign was born. For a market-leading brand, we wanted to take a full-throttle approach. So we created digital advertising, email, web content, press ads and editorial to deliver the message, and combined it all with some clever marketing automation.

Results

10% Email open rates

60% Landing page conversions

With this combined approach, the campaign delivered outstanding results:

• Email open rates averaged more than 10%
• Landing page conversions topped more than 60% in some sectors
• Hot sales leads into Panasonic’s pipeline
• Renewed brand awareness
• A fresh new approach for the toughest brand in the market