Creative ideas for Panasonic digital campaign (ENG)

Transcript

1. 29.08.2013, Moscow, Russia Creative concepts for Panasonic Nanoe Beauty
2. 29.08.2013, Moscow, Russia The naked truth Dry hair and skin is an eternal problem for women, which is traditionally solved by makeup. Behavior shift (Consumer must...) ...take a new look at moisture which has a major role in human body. (+ a major role in anti-aging) Consumers insight I wish I could preserve and maximize my beauty as much as possible, but all of these gadgets are evoking a mistrust and gives a guilty feeling. Message Moisture makes the hair and skin healthy. RTB Nanotechnology preserves the moisture within. RED LOGIC
3. 29.08.2013, Moscow, Russia MANIFESTO Women have heard enough tips from celebrities, cosmetologists and hairdressers. Number of women who are trying to keep track on trends of the world of beauty via internet with help of the «common» girls is increasing. The easiest way to do it is to subscribe to a v-log (video blog). V-loggers are testing makeups, demonstrating the methods of model hairstyles, revealing the secrets of a beautiful skin from the screens of notebooks and smart phones. Some of them gather nearly a 600,000 views! We suggest to combine their efforts in order to discover amazing advantages of Panasonic Beauty production with the help of an unusual expert...
4. 29.08.2013, Moscow, Russia V-log of a Black sea mermaid IDEA 1
5. 29.08.2013, Moscow, Russia DETAILS Mermaid is the most respectable expert in questions concerning youth and beauty. She knows everything about skin and hair moistening because she spends a lot of time under water. Each day Mermaid would test accessories and make-up drifted ashore. The camera of Japanese tourist gives her an opportunity to start her own v-log. In her v-log Mermaid offers v-loggers to test the product of Panasonic Beauty themselves and complete a few tasks in order to do this. Mermaid lives in a Black sea and because of this she speaks with a little southern accent. Mermaid is sarcastic and wit in her speech and never gives up a chance to brag. In her spare time the Mermaid excites the imagination of fishermen by singing or admires her gorgeous hair in the mirror. Mermaid is played by the resident of Comedy Woman Ekaterina Warnava.
6. 29.08.2013, Moscow, Russia MECHANICS 30 of the most popular beauty v-loggers will recieve a Panasonic Beauty hairdryer, curling or vaporizer from us. Each week they would complete Mermaids tasks which matches their specific product. At a weekend Mermaid reviews competitors works in her v-log.
7. 29.08.2013, Moscow, Russia Efficiency of any mask grows if it is used after a vaporizer. Come up with the most nutritious mask using anything that you can find in your refrigerator. Due to nanoions Panasonic Beauty hairdryers prevent damage to the hair which is inflicted while combing! Create a haircut Emmy Winehouse-style using a Panasonic Beauty hairdryer! Nanoions strengthen the hair cuticles. Tell us about a head massage and demonstrate a hairdo which will not be affected by any massage. TASK EXAMPLES
8. 29.08.2013, Moscow, Russia We have chosen 30 succesful and fashionable beauties which are followed by 70 000 to 400 000 subscribers to participate in Mermaids contest. Girls learn about all new cosmetics, share beauty secrets, according to their preferences in fashion trends announce and talk about their lives. CLASSISINTERNAL, 318 317 subscribers Mikka girl0 7, 66 261 subscribers Lizaonair 96 233 subscribers Koffkathecat 96 477 subscribers CASTING
9. 29.08.2013, Moscow, Russia In Vk (Vkontakte) community devoted to Panasonic Beauty under the moderation of Mermaid the participants discuss the tasks which are completed by v-loggers. Community members can participate in the contest. To do this, they need to offer the tasks. Those whose tasks Mermaid announce to v-loggers will receive prizes. SOCIAL MEDIA
10. 29.08.2013, Moscow, Russia Vk community Youtube special project Discussion of v-loggers and tasks completed by them, the best task for v-loggers contest Mermaids v-log where she announces the tasks and appreciates the results of v-loggers work. 30 popular v-loggers which complete Mermaids tasks IDEA STRUCTURE
11. 29.08.2013, Moscow, Russia And whether it is like a barren steppe or paradise tropics - depends on its owner. Any living natural system needs moisture necessary for its survival. But do women realize how much the external factors harm their hair and facial skin? Are they willing to see the «carcinogen factories» or «arid desert» on their heads or faces? Skin and hair are a certain ecosystem. MANIFESTO 2
12. 29.08.2013, Moscow, Russia Amazing macrocosm: hair and skin from nanoions «point of view» IDEA 2
13. 29.08.2013, Moscow, Russia SPECIAL PROJECT IDEA We create a special project dedicated to the fantastic worlds that represent the life of the hair and skin. Users can watch through "eyes of the ion" for how events affect normal day in a more dramatic scale than we can see, turning the beautiful planet in the parched desert. The plot on the page is developing according to the usual order of the day. In each stage a user selects which of the Panasonic product he would like to use to minimize the harm. Evening laying We are on the edge of the world and the ends of hair are in danger to be broken In-city appearance Smokestacks grow on the planet and begin to throw clouds of pollution Drying with a hairdryer A hot sun rises above a planet
14. 29.08.2013, Moscow, Russia Factories with smoking pipes, desert dunes with mirages, savannas with red earth and a gigantic sun: these worlds are interesting to be in, examine the details and share them with friends. User’s goal is to make the world perfect, going through all the scenes of the worlds changing. MACROCOSMS
15. 29.08.2013, Moscow, Russia The perfect planet, on which user gets after going through all the scenes is a world of Panasonic, where each product with nano-ion is responsible for its function in a perfect ecosystem: Curling - a core that is warming a planet, hairdryer - warm monsoon, vaporizer - rain or geysers. There is not much left to do - find out what kind of world are living oneselfs own hair and win one of the products BEAUTY CARE
16. 29.08.2013, Moscow, Russia USER SCENARIO He is rewarded with an invitation to an offline-hairdo and hair and skin scan with the opportunity to win one of the products. The user visits the official page of special project and enters the animated macrocosm of hair and skin. He «saves the world» in each scene using one of the products He then appears in a perfect world of Panasonic in which the ecosystem depend on hairdyer, vaporizer and curling.
17. 29.08.2013, Moscow, Russia We suggest to open the mobile hairdressers in shopping centers. You can make a hairdo in it and check what kind of world your hair are living in. Customers holding a hairdryer with an attached webcam, launch an augmented reality scene: the planet of "fragile" or "ideal" hair grows on the floor right in front of you. Recievied image on the background of fantastic panarama may immediately be publish in the social network and one can become a participant of the draw of Panasonic products. SCANNING BARBERSHOP
18. 29.08.2013, Moscow, Russia All photos taken are participating in the draw of nano-ion technology. The winners are determined by the number of votes. CONTEST
19. 29.08.2013, Moscow, Russia IDEA STRUCTURE Special project on a popular women platform Social media: FB, VK Mobile barbershop MEGA in Moscow city Сontextual Advertising: A tickets on a hair planet Interactive banners on a relevant platforms
20. Ваш менеджер Константин Чубаков 29.08.2013, Moscow, Russia ck@redkeds.com Thank you for attention