The Brief

In 2012, Panasonic, one of Japan’s leading companies, is reinforcing their business by focusing on environment-friendly-products.The challenge was to increase awareness of Panasonic's solar energy solutions for their reconstruction from Japan to all over the world.

Describe how the promotion developed from concept to implementation

At the summit of Japan's symbol Mt. Fuji, using only solar energy to live broadcast the annular solar eclipse which occur mainly on the Japanese archipelago for the first time in hundred years. Preparations included microsite, mobile site, SNS, and recruited staff to work during the actual broadcasting. A week before the eclipse, the base camp for the solar energy system was established at the 5th station on Mt. Fuji, which would create all of the energy necessary. The day before the eclipse, a climbing expedition carried the charged batteries and broadcasting equipment from the 5th station to the summit.

Describe the success of the promotion with both client and consumer including some quantifiable results

The live broadcasting had successfully reported the annular solar eclipse with only the solar energy. It was conducted on a website that attracted approximately 500,000 viewers in 75 countries around the world. Not only did all the TV networks in Japan covered, but so did overseas media such as Reuters and CNN, creating an advertising revenue equivalent to over 13,000,000USD. Furthermore, with the results that far exceeded the initial expectation and differentiating with this event anyone had tried, the solar energy system used for this event is scheduled to be implemented for campaign series "Filming the sun, using the sun."

Explain why the method of promotion was most relevant to the product or service

The goal was to increase awareness of Panasonic's solar energy solutions from Japan to all over the world, which had scarcely any promotion approached to cosumers before.