A Battery With Enough Juice to Power an Airplane

Panasonic Oxyride Uses Flight as Basis of Campaign

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Brand: Panasonic Oxyride
Brand Owner: Matsushita Electric Industrial Co.
Category: Household Goods
Region: Japan
Date: April 2006 to December 2006
Agency: Hakuhodo
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.
The success of the first public flight on July 16 -- powered by 160 AA batteries -- was used as the basis for a TV commercial.
The success of the first public flight on July 16 -- powered by 160 AA batteries -- was used as the basis for a TV commercial.

The 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.

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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