Creative Execution

We provided two contents using "Imaginary Animals." One is a form of digital photo encyclopedia content, "IMAGINATURE Photo Encyclopedia," to naturally convey the attractiveness of the brand. The other is a form of fortune-telling content, "IMAGINATURE Personality Test," to spread naturally young people's networks of friends.

Our campaign generated huge social network buzz. 100,000 tweets recorded within 48 hours after launch. "IMAGINATURE Personality Test" was the most searched term on Yahoo! Japan Realtime Search, and relevant words of our campaign dominated the top 10 (7 out of 10) in the hot word ranking at Twitter in Japan on the launch day. The campaign site got 1,000,000 pageviews just in 3 days after launch. Even 10 months after launch, our campaign continues generating buzz. Our site got 2,600,000 pageviews, and the number of people the Let'snote succeeded in connecting with reached about 800,000 predominantly young people.

"Let’snote RZ" is the new model of the "Let’snote" series that is a brand of laptop that Panasonic sells in Japan. Our mission was to convey this product's attractiveness to younger people. This brand is popular with businesspeople in their 40s and older because it is outfitted with high specs and a tough body. But because it is perhaps due to its unrefined image, it had little recognition among young businesspeople in their 20s and 30s. We aimed for an intuitive understanding of the product's attractiveness, not just to explain its specs. Thus we developed powerful visuals symbolizing its attractiveness. We broke down the attractiveness into six elements: "Compact," "Light," "Intelligent" (advanced calculating capacity), "Tough," "Fashionable" and "Energetic" (long battery life). We then picked out wild animals that are suggestive of each element, and combined pairs of animals to create "Imaginary Animals" that are embodiments symbolizing the product's allure.