News
PR Week, 06 July 2009
Onlinefire appointed to launch Panasonic’s Blu-ray and ‘Next Generation Talent’ competition
Creative online PR agency onlinefire (www.onlinefire.co.uk) has been chosen by Panasonic to support the launch of the UK's first HD Blu-Ray recorder and, for the second year running, the Next Generation Talent student development programme. Both campaigns will use social media outreach to target online influencers.
For Panasonic’s HD Blu-Ray campaign, onlinefire will build broad consumer awareness for the launch of the new HD Blu-Ray recorder by creatively educating consumers on the product’s unique archiving function. The campaign, ‘Memory Insurance’, is a concept tied in with the unique storing capabilities of the product, homing in on the special family memories it can store. Panasonic HD Blu-Ray has teamed up with scientists to develop a mathematical formula that puts a monetary value on family memories. The model uses variables of vividness, importance and uniqueness to work out the cost of a single memory. onlinefire has also developed an online application that allows users to calculate the value of their own memories at: www.hdeverything.co.uk/mymemories
onlinefire continues its relationship with Panasonic on Next Generation Talent 2009, a campaign launched in 2008 to foster young creative talent in the creative industries. The programme, in partnership with several universities across the UK, offers students the chance to create a sample ad for a Panasonic HD television. A team of bloggers will judge the entries down to a shortlist, after which the vote is turned over to the public. The winner will be announced in a highly targeted social media campaign, reaching out to influencers in the arts, design, advertising and ‘cool hunting’ online communities.
Melanie Seasons, social media strategist at onlinefire, comments: “Working with Panasonic is very exciting for us. As one of the most respected consumer electronics brands in the world, Panasonic is at the top of its game. Working with the client on these two projects provides us with a great opportunity to unleash our creative abilities, and use online PR and social media platforms to engage a number of different audiences from general consumers to students in the creative industry.”
Gaele Lalahy, Digital Marketing Manager at Panasonic comments:
“Having worked on the original launch of Next Generation Talent, onlinefire was the natural choice for this year’s project and our HD Blu-Ray Recorder launch. As a specialist in online PR and social media, the team marries strengths in strategy and creative to deliver impactful campaigns that resonate with our target audiences.”
