Cannes Lions Winner:
Panasonic'S The 28 Day Persecution of Rommy Gulla

Overview

  • 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
  • My role: Graphic Designer at advertising agency, The Campaign Palace
  • Project completed: 2011

Outcomes

• We won the highest commended 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.