Problem: Panasonic invented the Rugged Device category, but had lost marketshare by focusing on speeds and feeds rather than emotional connection with users.
Insight: Decision makers are influenced by those who use the product.
Strategy: There is more to "tough" than rugged attributes.
Creative approach: To reclaim the category the created we needed to redefine what it means to be "tough." No longer is tough just physical brawn or rugged exterior. Real toughness also includes mental and emotional toughness. The never quit attitude, grit and determination, and the drive to get the job done is embodied in a new platform. Introducing TOUGHBOOK Territory.
Results: Reversed a decline in sales to once again become #1 in the rugged device category. Drum B2B, ANA, ITSMA award winners.
Insight: Decision makers are influenced by those who use the product.
Strategy: There is more to "tough" than rugged attributes.
Creative approach: To reclaim the category the created we needed to redefine what it means to be "tough." No longer is tough just physical brawn or rugged exterior. Real toughness also includes mental and emotional toughness. The never quit attitude, grit and determination, and the drive to get the job done is embodied in a new platform. Introducing TOUGHBOOK Territory.
Results: Reversed a decline in sales to once again become #1 in the rugged device category. Drum B2B, ANA, ITSMA award winners.
TOUGHBOOK CASE STUDY
The campaign leaned heavy on video content, print, digital advertising, sales enablement and marketing automation.
These early social videos predate the platform line, but poke gentle fun at the idea of "toughness" while highlighting the mental toughness of those who use the product.
