| Title | To Feel The Power of Direct Drive, Just Floor It. |
| Agency |
McCann London
|
| Campaign |
Icon - To Feel The Power Of Direct Drive, Just Floor It.
|
| Advertiser |
Panasonic
|
| Brand |
Panasonic
|
| Date of First Broadcast/Publication |
2000 / 5
|
| Product |
Icon
|
| Business Sector | Home Appliances, Furniture & Gardening
|
| Story | The launch of the Panasonic Icon Vacum Cleaner into the premium end of the marketplace, challenging the convention that bagless is best,envisaging the target market was/left with any doubt they could have done the job better, by the same time conveying the stylish look of Icon. |
| Philosophy | Targeting 'brainwashed for bagless' people who buy premium products and for whom performance and reliability are prerequisites. The ad campaign needed to appeal to their same sense of style, but substance / rational features came first. The campaign strategy was to ensure the target was not left with a lingering doubt they could have done the job better, by emphasing the power and cleaning efficiency of Icon. |
| Problem | Icon was Panasonic's first venture into the premium end vacum cleaner and challenge the convention that bagless is best. |
| Media Type |
Billboard
|
| Market | United Kingdom |
| Creative Director |
Luke White
|
| Copywriter |
Chris McDonald
|
| Art Director |
Matt Statham
|
