Panasonic CCTV Cameras - "The Watching Posters"

Taproot Dentsu

Taproot Dentsu Mumbai, India

Awards

4163

Brand: Panasonic CCTV Cameras
Country: India

Advertiser: Panasonic HD CCTV

Title	The Watching Posters
Agency	Taproot Dentsu
Campaign	The Watching Posters
Advertiser	Panasonic HD CCTV
Brand	Panasonic CCTV Cameras
Date of First Broadcast/Publication	2017 / 8
Business Sector	Consumer Electronics & Audio-Visual
Philosophy	The idea was simply to demonstrate the ever-watching quality of the Panasonic CCTV cameras in person to the consumers. So, we created innovate 3D sculpted posters of security personnel. These portraits were then engraved in reverse to help create the magical movement of their heads, up to 180-degree sideways as well as upwards and downwards. Thus mimicking what the CCTV cameras did in reality. Creative Execution We created these simple yet innovate 3D sculpted posters of security personnel. These portraits were then engraved in reverse to help create the magical movement of their heads, up to 180-degree sideways as well as upwards and downwards. put these uncommon posters in malls with high footfalls in major metros across the country. Due to the interactive nature of these posters, they delivered the messages loud and clear through this simple and effective piece of communication. Indication Of How Successful The Outcome Was In The Market The campaign garnered over 200 thousand interactions, the consumers spent 300% percent more time, compared to normal posters. There was a sharp spike of 32% in inquiries and a 12% jump in sales, thus making Panasonic CCTV cameras one of the top recalled brands. In a country like India anything that is human and interactive, tend to attract a lot more eyeballs. And that is exactly what we did. The discerning consumer in India was inundated with choices that obfuscated the real purpose of CCTV cameras; that of deterrence. To get the attention of the consumer, we had to literally draw their attention towards the cameras, by literally following their every move. For this consumer, often, the proof is in the pudding, and we found a way to demonstrate the ability of these CCTV cameras effectively.
Media Type	Outdoor/Out of Home
Length	119 seconds
Director	Santosh Padhi
Video Editor	Santosh Padhi
Video Editor	Sairaj Naik
Chief Creative Officer	Santosh Padhi
Chief Creative Officer	Agnello Dias
Production Head	Purushottam Joshi
Art Director	Satyajeet More
Art Director	Satyajeet More
Art Director	Ambadas Paighan
Production	Tushar Rechwad
DOP	Amol Jadhav
Editor	Sairaj Naik
Chief Client Officer	Makoto Nakao
Business Director	Kenji Nogami