Here’s How Panasonic Made TV Cool For Youths Again

panasonic eyeka winner

To promote its VIERA 4KTV, an ultra-high definition set with a massive 65-inch screen as the perfect screen to enjoy watching online videos, Panasonic decided to engage with creative people who produce such Youtube videos at the first place. Panasonic connected with creative people from all over the world and invited them to create surprising videos showing how creative moments would be transformed with this big and beautiful canvas for creativity.

The project was organized as an online competition on eYeka, offering € 10,000 of cash prizes for the best videos, chosen by Panasonic and WIRED magazine. One of them was a video created by a young, self-taught videographer who graduated from Business School but has always been passionate about music production, dancing and making videos.

He said about his participation: « It took me a while to understand all the aspects of the product, I even went to a digital store several times a week to observe some 4K screens. At the end I could combine 3 passions: dancing, making musics and videos together in this contest. To win this prize is a huge recognition! »

Panasonic rewarded this video because it perfectly answered the brief, and showed how the screen is making the action better thanks to its size, getting the full picture of what is happening. The company used his video, as well as the two other winning videos and a selection of finalists, to create and run a digital marketing campaign which started on July 23rd and is now aired on a global level.

What excited us most is the young talented people’s reaction to watching their creations on a big screen like the VIERA as opposed to the usual smartphone or laptop screens, explained Yuko Ttetsu, web communication manager at the consumer marketing division at Panasonic Corporation. We realised that TV can connect with younger generations from this perspective and we plan to deepen our engagement with young creators across the world.

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About Yannig

Yannig was Marketing Manager at eYeka, responsible for PR, communication and research. Interested in marketing, innovation and design-related topics, he also loves to free his head by cycling, running, reading or drawing. Yannig, who holds an MSc from ESSCA School of Management and a PhD from University Paris 1 Panthéon-Sorbonne, tweets under @YannigRoth and blogs at
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