Cannes Lions Winner:
Panasonic's the 28 Day Persecution of Rommy Gulla
Role
Graphic designer
Duration
2 months, part-time
Organisation type
Ad agency
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.
Outcomes
To make sense of the landscape, I reviewed the existing research and mobile app. This included:
• Existing contextual inquiry and landscape review insights
• Complaints data
• Live chat data
• Stakeholder interviews with the client
Some key insights:
• A surprisingly large volume of customers use the contact centre to confirm their flights prior to travel (esp first-time flyers)
• Many customers turn up on the day of flight, unaware that they have missed a critical step prior to flight (e.g., check-in)
• Existing contextual inquiry and landscape review insights
• Complaints data
• Live chat data
• Stakeholder interviews with the client
Some key insights:
• A surprisingly large volume of customers use the contact centre to confirm their flights prior to travel (esp first-time flyers)
• Many customers turn up on the day of flight, unaware that they have missed a critical step prior to flight (e.g., check-in)
• The Jetstar mobile app was launched and has an average 4.8 star rating on the App Store.
• Positive task completion scores for key tasks provided confidence to the reduce cost to serve.
Customers with low tech confidence and little booking experience could complete high usage tasks with ease using the new solution.
• Concept-testing for new Manage My Booking experience was well-received by research participants.
• We hit all design milestones agreed to at the start of the initiative.
• Positive task completion scores for key tasks provided confidence to the reduce cost to serve.
Customers with low tech confidence and little booking experience could complete high usage tasks with ease using the new solution.
• Concept-testing for new Manage My Booking experience was well-received by research participants.
• We hit all design milestones agreed to at the start of the initiative.
• 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.