LAUNCHING PANASONIC'S LUMIX S-SERIES IN A CATEGORY DOMINATED BY ENTRENCHED COMPETITORS

Generate awareness and interest for the new LUMIX S-Series suite of full-frame cameras ($3,500/each) among professional photographers and serious amateurs. Stand-out in a category dominated by entrenched competitors Canon, Nikon, and SONY.

Pro-photographers are bombarded by a sea of sameness among competitor ads filled with dull camera bodies and scientific features. Pros are loyal to a brand, but they're willing to experiment and peruse media and content to find inspiration. 

Disrupt to product category by showcasing what Lumix S-Series can help to create and deliver—beautiful pieces of content. We recruited 3-tiers of creators, gave them a LUMIX S-Series camera, and let them loose to create original content.

We utilized a data-driven cross-channel mix of digital and print media partners where photographers go to get inspired.  The integrations and ad placements with media partners were used to showcase our artists’ creations using the S-Series cameras.