Method Studios

Panasonic Rogue One

December 2016

Panasonic Rogue One: A Star Wars Story Decode the Death Star Promotion

Here's how we implemented a nationwide Christmas consumer sales promotion for Panasonic NZ around the Disney movie, Rogue One: A Star Wars Story.

Idea

Entice consumers to purchase Panasonic products over competitors’ over the Christmas retail period by leveraging the infamous US $10 billion dollar Star Wars franchise and offering a one-of-a-kind promotion.

The promotion was available through Panasonic's 11 major retail partners in over 600 stores around the country.

Execution

We created an integrated campaign to concurrently promote Panasonic products and Rogue One: A Star Wars Story throughout retail stores in New Zealand. 

Customers could purchase any participating Panasonic product and receive a Death Star Decoder Card to win instant prizes and go in the draw to win one of two major prizes. 

The promotion was available through Panasonic’s 11 major retail partners in over 600 stores around the country. Customers could win an instant prize simply by holding their Death Star Decoder Card up to either the Rogue One: A Star Wars Story Deathtrooper Standee or A4 Counter Card in-store. 

All card holders were directed to the promotional website to register to claim their prize and enter to go into the major prize draw to win either a toy store shopping spree or a screening for them and 10 friends to see Rogue One: A Star Wars Story. 

The Rogue One: A Star Wars Story Death Star Decoder Card used technology which concealed a hidden message. The message was revealed using a chromatic decoding image on the decoder stations point of sale available in-store. 

A secondary promotion was implemented with Countdown and Onecard. Customers who had purchased Panasonic batteries or lighting  products over the promotional period could swipe their Onecard to go into the draw to win a $1,000 shopping spree, plus 1 of 30 Rogue One: A Star Wars Story prize packs. 

The 8-week promotion was fully supported by in-store POS, online digital banner campaigns, retail mailer catalogues, promotional website, billboards, and Facebook promotions. A consistent look and feel, and strong POS design ensured consumers’ recognised the promotion and were enticed to purchase Panasonic product.

Panasonic achieved their sales forecasts for the Christmas period in addition to exceeding sales over the previous year.

Verdict

A fully integrated promotion utilising channels to effectively communicate over the busiest time of the year. Customers were able to engage and interact with the Decode the Death Star promotion via impressive, life size Death Stormtroopers in-store and with a suite of other Rogue One: A Star Wars Story point of sale material.

Not only was the promotion highly successful with customers, we had thoroughly engaged retailers which allowed Panasonic to secure valuable retail space over a competitive consumer shopping period. 

Panasonic achieved their sales forecasts for the Christmas period in addition to exceeding sales over the previous year in all promotional product categories.