Why is this work relevant for Media?

We have transformed the significance of the existence of the ride-hailing vehicle 180 degrees, from "a place to be avoided with a high risk of COVID-19 infection" to "a running showroom where you can experience Panasonic's new technology with virus suppression effects". And by collaborating with Grab, a huge lifestyle platform app, we have solved a social problem by merging online and offline, making essential touch points for people into important media. This is not the use of existing advertising space, but rather the development of experiential media that emphasizes consistency with the social significance for the operating company, Grab.

Background

The threat of Covid-19 was spreading and people were shutting down for fear of infection, and freedom of movement was almost being taken away. We thought that we could improve the situation by spreading the new technology "nanoeX", which is effective in suppressing viruses, to the world. The goal was to both contribute to society by creating a healthy and safe space, and to contribute to the business of nanoeX-related products.

Describe the creative idea / insights (30% of vote)

We focused our attention on the ride-hailing service "Grab," which has become an established means of transportation in Southeast Asia. Panasonic collaborated with Grab to provide a new service called "Anti-Virus Mobility" that can be easily called from a smartphone equipped with nanoeX in the car space. We have transformed the significance of the existence of the ride-hailing vehicle 180 degrees, from "a place to be avoided with a high risk of COVID-19 infection" to "a running showroom where you can experience Panasonic's new technology with virus suppression effects".

Describe the strategy (20% of vote)

In order to capture the attention of the people of Southeast Asia and most impactfully communicate the company's stance and solutions to COVID-19 to multiple countries across national borders, we used the space inside the ride-hailing Grab as a medium. In addition, many people in Southeast Asia did not have their own cars, depending on the country or area, so collaborating with ride-hailing was one of the best solutions to meet the inevitable transportation needs (e.g., pregnant women, the elderly, and people with chronic illnesses) during the infection spread phase. More importantly, drivers can support the ride-hailing industry themselves by proactively improving the environment in their vehicles to attract passengers who are reluctant to ride for fear of infection. The message is very simple "Panasonic nanoeX on Grab", a key word indicating the fact. The keyword was used at press conferences and on wrapped cars driving around the city.

Describe the execution (20% of vote)

The project was carried out in five cities, Singapore, Kuala Lumpur, Jakarta, Ho Chi Minh City, and Hanoi, with a total of 5,500 drivers. And a series of press conferences were held on the same day across multiple Southeast Asian countries, where the top management of the two companies expressed their intentions. All drivers were provided with a training program on the mechanism of nanoeX virus suppression technology and the health implications of installing it. The drivers became evangelists for nanoeX. Rather than simply renting out space or placement in existing advertisements, we emphasized the importance of consistency with the social significance for the operator, Grab. The two companies' paths were aligned to provide the best and healthiest service to passengers by providing a safe and secure.

List the results (30% of vote)

We had more than 300 reliable articles all over the SE Asia and it had a positive impact on related products. For example, in Singapore, THE STRAITS TIMES said "5,500 GrabCar vehicles in region to get ionisers that inhibitvirus growth". Since it was published along with the experimental data from the university, such a reliable media reported in detail about the mechanism of the virus suppression technology. People had recognized this mobility service as an essential infrastructure for society, and has even spawned a government-approved Grab car exclusively for healthcare professionals in Vietnam. Sales of nanoeX-equipped residential air conditioners improved 187.6% year on year (January-March 2021). *Sales in Malaysia, Vietnam and Indonesia combined. *Since most of the housing in Singapore is public condominiums, it is difficult to influence the market, so it is excluded from the calculation.