Panasonic launches first mobile campaign
December 2, 2008
Panasonic's Link to Cell
Panasonic is running its first mobile holiday promotion to catapult its new home-based, Bluetooth-enabled device, Link to Cell.
The electronics giant has teamed up with Quattro Wireless for the campaign which is running now.
Quattro Wireless will handle publishing services, advertising sales and ad-targeting, as well as operations for the campaign.
"The strategy is to position Panasonic with today's tech-savvy consumers by providing them a complete mobile platform to promote their product," said Steven Rosenblatt, vice president of ad sales at Quattro, Waltham, MA.
"Panasonic sees the mobile space as an important component in their online advertising campaign strategy," he said. "Panasonic's heavy emphasis on mobile in this campaign demonstrates their leadership position in leveraging emerging media.
"With a tech-savvy and mobile consumer in mind, Panasonic crafted a perfectly sound strategy by investing in targeted media to the very audience they hope to convert: Mobile."
Link to Cell mobile site
Panasonic's Link to Cell connects a consumer's Bluetooth-enabled mobile phone to cordless handsets in the home.
Consumers can leave their mobile phone charging where their signal is strongest, link it to the base unit, and make and receive mobile phone calls around the house using a more comfortable, great-sounding Panasonic cordless handset.
Panasonic will allow consumers to link directly from their Quattro-built brand destination into mobile commerce powered by Amazon.com.
The mobile budget will be invested entirely with Quattro's network of premier publishers and directly with retailers for the promotion.
Display media has been placed throughout Quattro's ad network to drive consumers to get information on the product, share the information with friends and go to Amazon and buy it.
The campaign targets today's consumers who primarily use their mobile phones as their home phone or those that might consider it. It also targets savvy consumers that are moving away from land lines and want to extend their Blue-tooth capability.
The product allows consumers to enjoy a more consistent signal in their homes.
By leveraging Quattro's platform, Panasonic will not only serve the brand-preserved destination built for Link-To-Cell but will launch targeted ad serving of this product to mobile users.
Quattro Wireless is working with other major consumer electronics companies and retailers during this holiday season to leverage the unique capability of mobile to drive conversion.
"Panasonic realized that Quattro's premier media partners and channel made sense for the consumer they were looking to target and more importantly Quattro delivered a great audience and great targeting to reach that end," Mr. Rosenblatt said.
"Realizing that consumers rely heavily on their mobile devices, this holiday season will be even more with comparison and online shopping on the go," he said.