Drawing people to 3D TV. Panasonic

Challenge

We needed to refresh Panasonic’s brand image with retailers and media as a cool, desirable innovator at the leading edge of current technology. 

Insight

3D Television, the most talked about technology of the time, could be used as a catalyst for interest in the Panasonic brand and the whole product range.

Solution

The scope of the event was launching the Panasonic 2010 Home AV and TV range to press, sales staff and dealers across 4 events in 3 days at the Melbourne Convention & Exhibition Centre.

A huge 9m x 9m scaffold and scrim stage backdrop housed a DJ, dancers, singers and performers. Its outer surface was projection-mapped with exciting, fast-changing video content, enabling 2D projection to morph seamlessy into 3D performance and back again. To either side of this massive vertical stage, brick walls stood as projection mapping surfaces, and at the conclusion of each show came crashing down suddenly and dramatically, to reveal an interactive exhibition in the zone behind.

Amazing optical effects were achieved through front and back-lighting and the use of live performers in these elevated spaces. A forestage for Panasonic presenters allowed them to interact with the 2D/3D performance elements while the audience themselves could walk through and begin interacting with new 3D technologies.

Results

• The event won the Australian Institute of Marketing NSW B2B "Event of the Year" Award for 2010
• It was streamed live online for interstate audiences with viewers also tuning in from Asia, USA, UK and Russia.
• This achieved unprecedented positive coverage for Panasonic’s stories with over 100 mentions, including global sites such as Gizmodo