Panasonic (UK)

As one of the Official Worldwide Partners of the International Olympic Committee (IOC) and a supporter of Team GB, Panasonic UK wanted to develop a strategic marketing communications programme to leverage their sponsorship of the 2004 Olympic Games. EC proposed a through-the-line marketing communications programme. The programme was tactically implemented in liaison with the Panasonic marketing teams.

• PR
• Promotion
• Sponsorship
• Advertising
• An educational resource for KS3*

* www.panasonic.co.uk/dvchallenge was produced that encouraged the use of digital equipment in schools to capture the emotions of a school sports day.

• Independent research indicates that Panasonic UK scored higher than any other IOC or British Olympic Association (BOA) sponsor, in terms of unprompted recall of their sponsorship of the Olympic Games
• www.panasonic.co.uk/dvchallenge recieved over 4,000 hits and the competition recieved an encouraging level of entries