Cannes Lions Winner:
Panasonic's the 28 Day Persecution of Rommy Gulla
Role
Graphic designer
Duration
2 months, part-time
Organisation type
Ad agency
Project year
2011
Context
• Panasonic launched its new Blu-Ray disc recorder with a quirky online campaign featuring an ordinary, football-loving 26-year-old from Sydney's Northern Beaches.
• For 28 days, Rommy Gulla volunteered to be pranked every day for a month.
• Fans are also invited to participate and suggest pranks during the 28-day period, with the best becoming a reality.
• The project was designed to launch the new 1 terabyte Panasonic BWT800 3D Blu Ray Disc Recorder which is capable of recording 28 days, or 684 hours of high-definition content.
• Channels: YouTube, in-store, social media, online
• For 28 days, Rommy Gulla volunteered to be pranked every day for a month.
• Fans are also invited to participate and suggest pranks during the 28-day period, with the best becoming a reality.
• The project was designed to launch the new 1 terabyte Panasonic BWT800 3D Blu Ray Disc Recorder which is capable of recording 28 days, or 684 hours of high-definition content.
• Channels: YouTube, in-store, social media, online
Outcomes
• We won the most celebrated advertising awards – Cannes Lions, Art Director's Club and New York Shield Awards.
Campaign performance:
• 200% more ad impressions.
• 300% more clicks to the Panasonic landing page.
• 23% more Facebook fans.
• 1.4 million Facebook impressions.
• 54 million total ad impressions.
Campaign performance:
• 200% more ad impressions.
• 300% more clicks to the Panasonic landing page.
• 23% more Facebook fans.
• 1.4 million Facebook impressions.
• 54 million total ad impressions.