WATCHING POSTERS

Short List
TitleWATCHING POSTERS
ClientPANASONIC SECURITY SYSTEM
Product / ServicePANASONIC CCTV CAMERAS
CategoryD02. Point of Sales, Consumer Touchpoints & In-store Collateral
EntrantTAPROOT DENTSU Mumbai, INDIA
Idea Creation TAPROOT DENTSU Mumbai, INDIA
Production TAPROOT DENTSU Mumbai, INDIA

The Campaign

The idea was simply to demonstrate the ever-watching quality of the Panasonic CCTV cameras in person to the consumers. So, we created innovate 3D sculpted posters of security personnel. These portraits were then engraved in reverse to help create the magical movement of their heads, up to 180-degree sideways as well as upwards and downwards. Thus mimicking what the CCTV cameras did in reality.

Creative Execution

We created these simple yet innovate 3D sculpted posters of security personnel. These portraits were then engraved in reverse to help create the magical movement of their heads, up to 180-degree sideways as well as upwards and downwards. put these uncommon posters in malls with high footfalls in major metros across the country. Due to the interactive nature of these posters, they delivered the messages loud and clear through this simple and effective piece of communication.

Indication of how successful the outcome was in the market

The campaign garnered over 200 thousand interactions, the consumers spent 300% percent more time, compared to normal posters. There was a sharp spike of 32% in inquiries and a 12% jump in sales, thus making Panasonic CCTV cameras one of the top recalled brands.

In a country like India anything that is human and interactive, tend to attract a lot more eyeballs. And that is exactly what we did. The discerning consumer in India was inundated with choices that obfuscated the real purpose of CCTV cameras; that of deterrence. To get the attention of the consumer, we had to literally draw their attention towards the cameras, by literally following their every move. For this consumer, often, the proof is in the pudding, and we found a way to demonstrate the ability of these CCTV cameras effectively.

Credits

Name Company Position
Santosh Padhi Taproot Dentsu Chief Creative Officer
Agnello Dias Taproot Dentsu Chief Creative Officer
Purushottam Joshi Taproot Dentsu Production Head
Satyajeet More Taproot Dentsu Art Director
Ambadas Paighan Taproot Dentsu Art Director
Tushar Rechwad Freelancer Production
Amol Jadhav Amol Jadhav Photography DOP
Sairaj Naik Taproot Dentsu Editor
Makoto Nakao Taproot Dentsu Chief Client Officer
Kenji Nogami Dentsu Business Director