| Title | #SPEAKMUSIC |
| Brand | PANASONIC DEUTSCHLAND |
| Product/Service | PANASONIC HIFI & AUDIO, HEAD & EARPHONES |
| Category |
A09. USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
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PROXIMITY WORLDWIDE Hamburg, GERMANY
|
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Advertising Agency
|
PROXIMITY WORLDWIDE Hamburg, GERMANY
|
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Production Company
|
SCHONHEITSFARM Düsseldorf, GERMANY
|
Credits
| Wolfgang Schneider |
Chief Creative Officer |
| Kristoffer Heilemann/Darren Richardson/Sebastian Hardieck |
Creative Managing Directors |
| Marco Obermann/Achim Metzdorf/Matthias Kern |
Creative Directors |
| Claudia Janus/Anja Reiter/Susanne Burger |
Art Directors |
| Magdalena Kamrowska/Denny Arasmus |
Software Development |
| Dominique Becker |
Copywriter |
| Christoph Wesseling/Nick Enselmann |
Junior Copywriter |
| Rita Schumacher |
Group Account Director |
| Roman Königsmark |
Planning |
The Brief
In order to strengthen its position as a brand for extraordinary audio experiences, Panasonic aimed to create an interactive digital campaign.
Describe how the promotion developed from concept to implementation
#speakmusic is an online movement that invites music lovers to communicate in form of readable playlists. Their alphabet: all songs on Spotify. To spread our idea we challenged online influencers to speak the language of music and inspirate their followers to try it as well. With www.speakmusic.fm we created a platform teaching how to #speakmusic, collecting all user-generated content und inspiring our community with daily playlists.
Describe the success of the promotion with both client and consumer including some quantifiable results
With #speakmusic Panasonic started a digital movement and proved its expertise for extraordinary music experiences. #speakmusic was visible to over 70 Mio. social media users including the followers of online influencers like Jimmy Fallon (11,6 mio.), Justin Timberlake (30,7 mio), Mashable (14 mio.), Perez Hilton (20 mio.) billboard (1,5 mio.) and Daniel Ek (45k).
Explain why the method of promotion was most relevant to the product or service
Panasonic audio products provide high quality sound and aim to create outstanding music experiences. #speakmusic translates this idea into an interactive campaign by giving users the possibility to enjoy music in a new way.