Panasonic needed to build awareness for their new Toughpad, the most durable, rugged tablet on the market. They tasked Sigma to develop a launch strategy that would take shape on the world’s largest computer electronics stage - CES - and to devise campaigns and programs that could relate to both their current legacy customer base but also appeal to a new, younger millennial demographic who were holding more than 65% of the computer / IT purchasing jobs in the US.
To launch Panasonic Toughpad’s new three-tablet lineup at CES, Sigma created a multi-tier campaign that transcended traditional media and established the Toughpad family as one that will revolutionize an entire market. Beyond CES, Sigma created a series of online campaigns that leveraged Panasonic’s relationship with U.S. Women’s Soccer and touted Panasonic Toughpad’s unique category dominance. Featuring Abby Wambach - the most formidable offensive player in U.S. Women’s Soccer - we targeted enterprise IT purchase decision makers, c-level executives and line of business directors. The most recent campaign focused on “Generation Tough,” a content series that showed how the values of the Panasonic Toughpad, the legacy audience and millennials intersect: They all define their own success and can help to change the world.