#MobExAwards 2021 highlight: Panasonic scores with eye-catching campaign on Grab

With the spread of the COVID-19 virus, Panasonic saw the opportunity to improve the situation by expanding the use of its virus-inhibiting nanoe™X technology commonly used in home appliances such as air-conditioners. Working with Hakuhodo, Panasonic launched a campaign to create awareness and showcase the benefits of nanoe™X. The campaign was well-received across Singapore, Malaysia, Vietnam and Indonesia, ultimately clinching silver for the category of Consumer Goods at MARKETING-INTERACTIVE’s Mob-Ex 2021 Awards.

Challenge

When the pandemic struck, Panasonic's salespeople were losing their existing customer touchpoints such as retail stores as many people refrained from non-essential outings such as visiting stores to shop for home appliances. This meant that even though Panasonic’s nanoe™X could effectively inhibit viruses, a feature that many people would scramble for in a pandemic environment, there was not enough awareness or enough usage of the product to allow nanoe™X the opportunity to provide safer environments.

Solution

To address the challenges, Panasonic teamed up with Grab to develop a strategy with the aim of creating a new mobility service that will provide drivers in the execution of their duties a peace of mind and at the same time, communicate the merits of nanoe™X across Southeast Asia in such a way that the brand characteristics are best represented and the benefits are quickly understood by potential customers.

Creative strategy

Panasonic wanted to educate the public about the dangers of air pollution and airborne viruses and encourage the need for a high-tech air purifier to stay safe indoors. As such, the campaign was designed to target the following stakeholders so that Panasonic can offer actual brand experiences directly to the target consumers:

1. Grab passengers
Use of Grab In-car Showroom of Panasonic air purifying technology nanoe™X to provide peace of mind during Grab rides.

2. Grab drivers
Use of air purifiers with nanoe™X technology to keep in-car environments clean and ensure that Grab drivers can stay safe and continue working even during the pandemic.

3. Grab Corporate Office
Use of air purifiers with nanoe™X technology to keep indoor environments clean and ensure business continuity and resilience during the pandemic

Media Strategy

Panasonic planned to leverage Grab’s SuperApp data and presence in hundreds of cities in Indonesia, Vietnam, Malaysia, and Singapore to target customers at scale by combining online and offline channels seamlessly. The team aimed to build awareness through in-app Grab ads. Panasonic also planned to leverage Grab cars as mobile OOH billboards for the campaign, maximising awareness, reach, and brand experience.

Execution

The team used eye-catching, illustrative visuals of airborne viruses and Panasonic’s new nanoe™X Generator air purifier to tell a science-led product story on the in-app, mobile Grab ads. At the same time, the in-car showrooms were created by strategically placing in-car purifiers in 5,500 GrabCar Premium vehicles across four countries to allow commuting Grab passengers to enjoy the product experience conveniently.

Users were also navigated to the Panasonic website so they could learn even more about the product’s technology and go further down the consideration funnel. PR events were also held in Singapore, Indonesia, Vietnam and Malaysia on the first day of the campaign to provide an opportunity for the CEO of Panasonic Appliance and regional MD of Grab to deliver speeches about their brand purposes, technology details, and expected results.

The mobile component was an integral part of the team’s overall campaign strategy as Panasonic could reach millions of users throughout Southeast Asia using only the Grab platform. Panasonic could guide consumers seamlessly along the marketing funnel of awareness to consideration in a smooth and fuss-free manner that would contribute to a delightful customer experience. For example, consumers could multi-task and view the ad while waiting for their ride or food deliveries, try the product during their move with GrabCars, and then visit the Panasonic website seamlessly in-app if they wished to find out more.

Results

The campaign was a resounding success. Immediately after the campaign launch, there was widespread recognition of nanoe™X, resulting in a significant increase in demand for residential air conditioners equipped with nanoe™X. In addition, Grab drivers who did not join the campaign initially later expressed an interest to have their cars equipped with nanoe™X devices as well, even at their own expense as they were eager to have a virus-suppressed environment for themselves and their passengers. The campaign also resulted in organic media coverage in major news outlets such as The Straits Times.