Panasonic UK has collaborated with IPC Media, who has created an online campaign to promote the new Smart Viera TV range and Lumix TZ40 camera. Panasonic is the first advertiser to use the new Amplify product, launched in April.
The campaigns incorporate review content on both products from TrustedReviews.com and whatdigitalcamera.com within the custom made advertising unit.
The deal was brokered by Vizeum and is the biggest campaign that Panasonic has run across IPC brands to date.
IPC has created a bespoke Amplify unit for Panasonic that includes teaser video content about Smart TVs and the Lumix TZ40 digital camera alongside advertising content about the products.
The unit also links to editorial content and reviews of other Panasonic products on IPC’s websites, as well as external links to Panasonic’s product microsites. The unit will be amplified to a qualified bespoke audience across IPC websites and extended via premium partners and open exchanges.
Sam Finlay, head of Digital Advertising at IPC Media, says: “We are delighted to be working with Panasonic on the creation of the first Amplify campaigns. Utilising Trusted Reviews’ and What Digital Camera’s authoritative editorial is the perfect way to enable consumers to have quality engagement with the content around Panasonic products whilst achieving scaled reach through targeting those we know have a real appetite for it.
Head of the Digital Communications team at Panasonic UK, Gaele Lalahy, adds: “Through this Amplify unit we are joining the power of the editorial team at IPC and the Panasonic brand to deliver a strong and relevant message to our audience. This is also a unique advertising opportunity to amplify the amazing reviews that our products have received this year.”
Luisa Bright, head of Digital Activation at Vizeum, comments: “This is an exciting media first that we have been able to deliver for Panasonic, which perfectly utilises the powerful influence that reviews have within the consumer decision making journey. We look forward to seeing what other innovations IPC develop that we can use to further strengthen our digital media communications for Panasonic.”
Both campaigns will run over the summer period.
