LIVING IN HD CAMPAIGN & MOBILE TOUR

Panasonic wanted to launch a massive, multi-platform campaign to promote their suite of high definition products. We created a brand for this initiative called “Living in High Definition,” worked with multiple Panasonic divisions on a social media-style website, and developed the Living in High Definition Mobile Tour – a fleet of 18 wheeler trucks that toured the country promoting the campaign.

LIVING IN HIGH DEFINITION

The Living in High Definition identity was created to showcase Panasonic’s suite of products, and communicate their seamless integration with each other (i.e.: shoot HD video on your camcorder, then pop the SD card into your HDTV and view instantly.)

Panasonic’s strategy was to arm families across the country with their HD product suite in exchange for participation in the Living in High Definition Program. They would be required to regularly submit content (videos, photos, blog posts, etc.) to LivingInHD.com, and would become brand ambassadors in the process. We created print & digital advertising campaigns to spread the word and create a buzz.

LivingInHD.com was a social media-style hub for the HD lifestyle where visitors could learn how to use their products, share content (photos, videos, blog posts), learn tips and tricks like the Photo Tip of the Day, and follow the LiHD Families as they lived in high definition. We created the overall look and feel for the site, the interactive Family Map showing all LiHD Families across the country, the Featured Member section, and the LiHD Facebook Satellite Page as well.

MOBILE TOUR IDENTITY

The Living in High Definition roll out was very successful, and Panasonic kept the momentum going by launching a fleet of trucks on a tour of the country, where they stopped at major electronics retailers like Circuit City and Best Buy. We created the brand for this Mobile Tour in the likeness of a truck, with the type forming its most interesting part – the transforming trailer.

TRUCKS

When each truck would reach its destination, it would literally transform into a walk-through HD experience. Panels of the truck opened and extended to create a living room, retail store and other environments where people could test out products, play games and interact with the technology in fun and engaging ways. We created all of the artwork for 53′, 28′ and 26′ Trucks – both exterior and interior environments.

We also developed unique signage – from custom interstate signs to 2′ x 3′ posters, flyers, brochures and handouts – for each of their stops at major electronics retailers. These components helped generate more excitement around the events and what was inside the trucks – like the world’s largest plasma (103″) – and provided great photo-ops as well.

DEALER ASSETS

A package of what we called Dealer Assets were developed so that retailers could create their own materials promoting the Mobile Tour coming to their location – and also to create print ads with special sales and promotions on the Panasonic HD products. We developed Print Ad, Handout and Poster Templates, as well as graphic widgets called Ad Modules which could be integrated into existing advertising.

TOY TRUCK

The Panasonic LiHD trucks were quite a spectacle when they pulled into each store on the tour. Crowds gathered as their trailers transformed and created a colorful, fun scene in the parking lot. And customers were mesmerized at the hands-on experience of using the technology inside. To commemorate this whimsical experience, we decided to create toy replicas of the 53′ truck. The actual exterior graphics were applied, and we designed custom packaging as well to make a wonderful giveaway for tour visitors.

VIRTUAL TOUR

To further tease and promote the LiHD Mobile Tour, we created this Virtual Truck Tour that lived online so that visitors could take a peek inside before it came to their town. It mirrored the actual truck’s transformation, and gave a quick overview of the HD experience with links to learn more and buy products.

Various digital advertising campaigns were developed by us to promote the Living in High Definition campaign. This ad was targeted at potential LiHD Families, and also drew traffic to the Virtual Truck Tour.

MY ROLE

I designed the Living in High Definition and Mobile Tour logos, the overall look of the entire campaign, most of the Truck artwork (exterior and interior), all advertising and Dealer Assets, and was heavily involved in the design, strategy and visual maintenance of the Living in HD Website. I managed the design and development teams as they created all materials, oversaw the Virtual Truck Tour’s development with a third-party and directed them on all UX and UI design, and coordinated with the client on various assets needed for each stop on the nationwide tour.