Battery With Enough Juice to Power an Airplane
Oxyride Uses Flight as Basis of Campaign
Brand Owner: Matsushita Electric Industrial Co.
Category: Household Goods
Date: April 2006 to December 2006
Media Channels: Internet, PR, TV, print
Panasonic's new Oxyride batteries contain far more power than
conventional alkaline batteries. The challenge for Panasonic was
demonstrating that to the public. Its solution: Use the new
batteries to power an airplane.
success of the first public flight on July 16 powered
160 AA batteries was basis for a TV commercial.
brand teamed up with the Tokyo Institute of Technology and let
the public in on the action by reporting the team's progress in
real time from start to finish.
A website, oxyride.jp,
was set up to act as a hub for information about the challenge.
Documentaries ran each week on cable TV, and constant coverage
was sought in magazines as well. Unfortunately, this site is in
Japanese only and is very slow.
The success of the first public flight on July 16 - powered by
160 AA batteries - was used as the basis for a TV commercial. It
also was featured on newscasts across Asia.
After the launch, the campaign continued using online, in-store
and TV advertising as well as TV documentaries. The plane itself
was put on display at the main entrance to a Tokyo train station
and later at the National Science Museum. Awareness grew from
17% to 83% and sales rose.
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