Advertiser: PANASONIC
Agency: G2 BRASIL
Category: Best Use of Ambient Media: Small Scale
Advertising campaign: MICROWAVE BAG
Art Buyer: Soraya Borges (G2 Brasil)
Accounts: Anne Caroline Ribeiro (G2 Brasil)
Chief Creative Officer: Carlos Silverio (G2 Brasil)
Chief Operating Officer: Eduardo Brandao Teixeira (G2 Brasil)
Creative Director: Cristiane Albano (G2 Brasil)
Account Supervisor: Marina Bumlai (G2 Brasil)
Account Director: Paula Macedo (G2 Brasil)
Art Director: Rodolfo Martins (G2 Brasil)
Account Manager: Sabrina Leme (G2 Brasil)
Chief Executive Officer: Sergio Brandao (G2 Brasil)
Accounts: Tatiana Rocha (G2 Brasil)
Execution
Using a product as a media, especially with such a important cause, was a clear opportunity to create awareness and keep the work of spreading our message and brand position. To make it happen we used our concept store in São Paulo as the center of the campaign, selling all the pre-made boxes.
Strategy
We’ve been working for a year in a full 360º campaign for Panasonic, which the goal is to make the company the number one brand in green innovation until 2018. The microwave box is one of the projects we have going on at moment to achieve this mark. To make it happen, we’ve got to look close to every single platform of Panasonic and find attractive ways to express our message in each one of them. One of these platforms is what comes with the product itself: the cardboard boxes. We developed a way to make the microwaves boxes turn into a fully branded ecobag to be reused as a shopping bag, instead of using disposable plastic ones. But with this box, we not only created a way to advertise but also a product that works as media when used by the shoppers in the markets, grocery stores and streets.
Effectiveness
A total amount of 300 special boxes were produced and sold, impacting 300 shoppers and also thousands of people who could get to see one of them in the markets, grocery stores and streets. The goal was to reinforce the brand’s core value: environmentally friendly innovation.