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Panasonic launches digital-only ‘Think again’ campaign

Panasonic Business has launched a B2B brand campaign encouraging businesses to ‘think again’ about what its offering means to them.

While already a household name for electronic consumer products, Panasonic hopes this campaign will drive awareness of its business offerings across the tech and services industries.

In order to achieve this, the Japanese manufacturer created a campaign mini-site, which plays host to a selection of case studies, facts and examples of its B2B offerings.

The entirely digital campaign, with advertising ran by equimedia and Proctor + Stevenson, will run for three months in the UK, and is set to roll out across France and Germany in September.

It will be implemented across YouTube, programmatic display, paid search, Facebook and Instagram and will retarget existing Panasonic consumer customers unaware of the company’s B2B presence.

Panasonic also hopes to target existing business customers who may be unaware of the breadth of other B2B products available, and business prospects using contextual and behavioural targeting.

Stephen Yeo, European marketing director for Panasonic Business, said: “Panasonic has built up an excellent reputation for producing high quality electronic products, but most people would only really know us for great TVs and cameras.

“In fact, our products are all around you, many embedded in other things like cars, phones, and domestic appliances. Every day, you will probably use something made by Panasonic in your home or working life.”

He added: “While you may know us for excellent TVs, sales of business and industrial products are actually over 70 per cent of our business, we hope this campaign can help balance the perception a little.”