A Better Life, A Better World’ partnership to build new market segmentation and brand positioning.
Objective
To penetrate the young married couples segment, to position as the complete electrical appliance solution provider for new homes.
Solution
Every girl dreams to have a perfect wedding and to live happily ever after. Astro’s reality wedding program “Pelamin Fantasia” is a perfect platform for Panasonic to fulfill their dreams.
Execution
10 couples took real life challenges to win a dream wedding, by using Panasonic appliances with guide from Datuk Fazley, the brand ambassador. The winning couple had their lavish wedding ceremony witnessed LIVE by Malaysians on Astro Ria and Maya.
Result
Reached 3.7 million TV viewers and 1.14 million during LIVE grand wedding. Brand Preference and Consideration increased 45% and 40% respectively. Sales increased 103%.