Here's how Panasonic made TV cool for youths

Panasonic has launched a new crowdsourced ad campaign for its ultra-high definition VIERA 4KTV product.

To make TV cool for the younger generation, it decided to create original videos co-created by YouTube video creators.

Here's the winning entry:

The campaign aims to promote Panasonic’s VIERA 4KTV, an ultra-high definition set “as the perfect screen to enjoy watching online videos such as YouTube videos”, said the company in a press statement.

It also hopes to appeal to those who watch these online videos by engaging with creative people who produce the videos in the first place.

Through crowdsourcing platform eYeka, Panasonic connected with creative people globally, offering ¥1,400,000 of cash prizes for the best videos, chosen by Panasonic and WIRED magazine. The competition saw 34 videos being received in the space of five weeks, from 13 countries. Some of the Japanese participants were students from the Nihonkogakuin College in Tokyo. The winning videos were then chosen by WIRED magazine and Panasonic.

These videos were then used in an online advertising campaign across Japan available from the 23rd of July.

Yuko Ttetsu, web communication manager, consumer marketing division at Panasonic Corporation said: “What excited us most is the young talented people’s reaction to watching their creations on a big screen like the VIERA as opposed to the usual smartphone or laptop screens.”

“We realised that TV can connect with younger generations from this perspective and we plan to deepen our engagement with young creators across the world," he added.