On July 28, 2020 it was announced that due to the pandemic and concerns about the spread of COVID-19 the Consumer Electronics Show (CES) would be – for the first time ever – all virtual in January 2021. Panasonic came to us to find an audience to replace booth traffic and capture leads.

 

We began by developing a campaign strategy in three distinct waves, to build an audience, gather leads and drive continued engagement. Leveraging the brand platform Technologies That Move Us the campaign theme became Moving Forward. We created a conceptual look and feel that was bold enough to break through the crowded space of CES yet scalable for use globally.

 

The integrated campaign was in market pre-CES with a positive spin on a virtual CES. “No boarding pass” and “Zero Jetlag” ultimately drove the most conversions for the entire campaign. During CES focused on solution areas to drive site engagement and post-CES a creative refresh reignited the campaign and maintained engagement and lead conversion for an additional two months.

 

In total the campaign displayed over 600 unique ad units on almost 50 tech sites, CTV and all social platforms along with sponsored syndicated content and paid search. It leveraged new publishers such as Morning Brew to reach Millennial and Gen Z audiences. These supplemented traditional media to bring awareness around Panasonic as a leader in all facets of technology, including the emerging tech space.