Overview:

When you think of the global brand Panasonic the first products that come to mind are television sets, audio equipment, and microwave ovens. Well now you can add to the list “high end massage chairs” costing approximately $10,000. With the knowledge that Chinese consumers value their health highly and appreciate massages as part of keeping their bodies healthy, Panasonic worked with Ethnicity to reach out to this “Bulls Eye” target segment in getting the message out.

The campaign was a huge success with most of the initial inventory depleted, due to Ethnicity’s Chinese digital and social media campaign driving interested consumers to retail.