When called on by marketing management at Panasonic System Solutions Company to develop a unique position and go-to-market strategy for a new corporate backed business-to-business initiative, LRG Marketing Communications responded with the creation of "The Panasonic Experience." The new initiative and campaign is designed to bring all of the benefits Panasonic offers under one single message and sales strategy based on system solutions.

The program was launched at a press event staged in conjunction with AEG to announce a strategic partnership between Panasonic and the entertainment giant.

Media deliverables created for and during the event included digital signage, the production/distribution of a Video News Release (VNR) and press materials that yielded millions of impressions. Subsequent program materials rolled out to date include a corporate video and brochure, as well as an aggressive PR program with international reach. Additionally, assets from LRG's creative development effort were cultivated by Panasonic's internal Web development team into a Web destination.

"Our creative and management team was called into action just prior to the New Year's 2008 holiday. With many of our staff visiting family across the country, we participated in numerous phone conferences with Panasonic and AEG management from mountains and beaches so we could start to formulate a plan of action," said Vince Galdi, chief creative officer, LRG Marketing Communications. "The theme—the Panasonic experience—had been developed and presented to Panasonic management late in November and was scheduled for launch later in the first quarter of 2009, but Panasonic's contract award form AEG accelerated the timing of the program by three months."

"The Panasonic experience makes a powerful statement that encompasses the technology, product and expertise aspects of our solution sales proposition. As the world's largest manufacturer of business and consumer electronics, Panasonic can deliver virtually any electronic device needed at any venue—basically any device that plugs into an outlet," said J.M. Allain, president, Panasonic System Solutions Company (America). "By adding design, installation and after sale support to the equation, Panasonic delivers the most comprehensive electronics solution possible. It's a technology solution that touches every aspect of life. The Panasonic experience wraps all of it into a single strong position that says it all."

LRG called upon strategic partner D2 Creative to produce the VNR and image video. The visual treatment for the engaging video built on LRG's campaign concept, combining high-definition video, still photography and stylized photographic and graphic elements. Unlike product-centric approaches typically associated with consumer and business electronics, the Panasonic experience creates a virtual environment summarized in four categories: entertainment, education, business and life.

"The visual treatment of this campaign was designed with integrated media in mind," continues Galdi. "The program was conceived to accommodate Web 2.0 vehicles such as Facebook and YouTube, as well as LED billboards in multiple formats, as well as traditional video, billboards and print. We were able to create motion when there was none, using animation to accentuate our messaging, not overtake it. We feel this campaign presents the perfect balance."

By executing a tightly integrated multimedia launch strategy, the Panasonic experience has quickly gained traction across international print and broadcast media, and is a featured outdoor media campaign at L.A. LIVE in Los Angeles and Planet Hollywood Resort & Casino in Las Vegas.

"We are extremely pleased at how well 'the Panasonic experience' has engaged both business and consumer audiences, and continues to help our client cultivate new business opportunities," said Galdi. "We are actively planning subsequent phases of the program's development based on Panasonic's clearly defined business objectives."