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As a teenager, you're constantly being bombarded with advertising hailing the arrival of some new product that will knock your socks off. But since you're smarter than most ad wizards give you credit for, you simply don't pay attention to glossy, sexy ads you can't relate to. But then a friend sends you a link to a poorly designed website featuring a grumpy old man with a grudge against Panasonic. It's funny. It's different. It's new. And unlike most advertising - it's you. |
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| Make the Panasonic brand cool and relevant to 12-24 year olds who tend to view the company as the first name in electronics...for their parents. |
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12 to 24 year olds with an appreciation for irreverent humor, an interest in the latest audio and video technology, and a distaste for "hip and cool" advertising that tries way too hard. |
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The problem with reaching today's youth is that the very act of saying you're "fun" and "cool" makes you "unfun" and, even worse, "uncool." So to make our website stand out, we flipped this theory upside down and set out to create a website based on being unfun.
And Bob Paffersen was born. A fictional, grinch-like older man, Pafferson was the founder of People Against Fun (PAF), an organization against all things fun. Bob and his website had a staunch message based around avoiding Panasonic products, since they were responsible for providing users with too much fun. The site featured anti-fun videos, links to fake websites, features on people who had too much fun with Panasonic products, and unfun suggestions for alternatives (plywood, radishes) to fun Panasonic products.
PAF turned out to be the perfect antidote for saccharine marketing programs, and coupled with our successful Save Your Summer Tour (which drove consumers to PAF via the SYS sweepstakes site), there was a strong buzz surrounding Panasonic in the summer of 2004. |
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| The combination of affecting the target both physically and virtually in this integrated campaign paid off immensely. The SYS tour reached 80,000 consumers with a whopping 18 million PR impressions, and our two websites (www.panasonic.com/sys and www.peopleagainstfun.org) had over 800,000 hits and much viral buzz surrounding the edgy, unique tone of the PAF site. Finally, at the end of the summer, TRU (Teenage Research Unlimited) did a study that showed a dramatic increase of the target's perception of Panasonic as "cool." |
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