Panasonic HX- A1 Action Camera Relaunch Campaign
Launched mid-2015 the A1 Action Cam is priced at $299, making it a very affordable option in the highly competitive Action Cam category. Key competitors include Go Pro, Kaiser Baas, and Sony.
To specifically target a younger demographic who potentially may not have / may not want to spend $500-$1000 on a GoPro, but would still like an Action Cam.
To develop a communication platform that focuses on a unique selling feature that Action Cam has which it’s competitors do not.
Our creative strategy focused on the ‘night vision’ feature and bringing to life the world of night adventurers. We developed new packaging focused on our younger male demography. We implemented a comprehensive digital campaign coupled with a gift with purchase to increase brand awareness and encourage trial.