DEFINE THE CHALLENGE
Get people talking about Panasonic Oxyride batteries on a shoestring budget.
KNOW THY TARGET
Everybody loves bunnies! (Unless they're not neutered and grow up to become mean and aggressive, or develop cancer, or just generally become a rapidly reproducing nuisance, of course.)
CAPTURE THEIR ATTENTION
Declare June 14th "Neuter Your Bunny Day" - underwrite bunny-neutering procedures, donate to the House Rabbit Society, and send a branded VW bus out on NYC streets to promote the cause.
Launch an informational website and issue standard and multimedia press releases declaring the relatively unknown benefits of bunny neutering and of Oxyride batteries.
CLOSE THE LOOP
Panasonic was named as Brandweek's prestigious "Guerilla Marketers of the Year," and also won a PETA "Glitterbox" award for using advertising to promote respect and kindness to animals.
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