Sigma Group

Panasonic Toughpad

Generation Tough

A revolutionary new way to get things done

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.

Let us do work that works for you

Sigma Group
10 Mountainview Road
Upper Saddle River, NJ 07458