Only Panasonic’s High Definition advantage lets you SHOOT, SHARE and STORE your favourite pictures and video.

SHOOT pictures and videos on your Lumix camera or camcorder then simply slip your SD card into your Panasonic VIErA big screen TV to SHARE them. You can easily STORE your pictures and videos by inserting your SD card into your Blu-ray recorder. It’s that easy.

View the making of the latest TVC here.

SHOOT, SHARE, STORE with AVCHD

This weekend Panasonic is launching a new campaign surrounding AVCHD (Advanced Video Codec for High Definition), spearheaded by a TV commercial, created by The Campaign Palace. The following is an insight into the making of the campaign from brief to final product.

www.youtube.com/watch?v=B2CXk2kotMo

Campaign Background

The Brief

People currently use a variety of methods to share and store their still pictures and video footage. Compounding this, they may also be using products from a range of different brands, which aren’t necessarily designed to work together. It’s difficult for your average punter to shoot stills/footage, get the images off the camera/camcorder onto a larger screen (computer or TV) to watch them, share them with friends, and then store the data safely.

Panasonic has a simple solution. It’s called the SD card. The same card that you save your pictures/video on can then be taken out of your camera/camcorder and inserted directly into your Viera TV to play back what you’ve just shot. It can then be placed directly into your DVD/Blu-Ray recorder so you can permanently store the images/footage. No cables, no computers, no complicated uploading or file sharing. No worries.

And to sweeten the deal, everything you shoot, watch and save is of the highest possible quality. Panasonic’s camcorders and still cameras shoot in high definition, Viera’s TVs play back in high definition, and their DVD/Blu-Ray recorders store it all in high definition. Panasonic is the only company who currently offer this quality across the board.

Campaign Objective

Communicate the functionality of AVCHD recording, easy play back on Panasonic Viera TV’s and simple storage on Panasonic Blu-ray or DVD Recorders, positioning Panasonic as the perfect solution for the whole family to view their memories.

Target Audience

Whilst the more technically proficient (e.g. Confidents) have most likely patched together a solution, it can be pretty frustrating for people who aren’t so comfortable with technology (e.g. KISSers) to figure it all out -- so we focused primarily on the KISSers segment.

The simplicity of the solution will appeal greatly to this audience. It will allow them to record, remember and share special events in their lives, with ease and confidence. It will also give them peace of mind that their memories are preserved for posterity.

Our secondary target segment is the Confidents -- more likely to be middle aged males who get excited about technology. They will understand the AVCHD technology and will be impressed with the idea of recording and playing back the best possible quality still and video footage.

Proposition

Effortlessly shoot, share and safe-keep

Creative Approach

The idea would need to be impactful enough to stand out while supporting a simple product demonstration.

‘Big Screen Birth’ delivers the message simply while grabbing the viewer’s attention with a humourous twist. The natural performance of the characters is incredibly important in bringing to life the scenario in a comical way without the risk of becoming a cliché.

The Director ‘Hamish Rothwell’ believes the commercial is a great mix of awkwardness, embarrassment and shock and will be a truly memorable spot.

Location

The TVC was filmed in the Myer city store. Filming commenced at 8pm and wrapped at 8am the following day when most of the city was just beginning their day -- the film crew, cast, clients and agency were on their way home to bed!

Story Board