Following on from a seriously succesful 18-month campaign with Panasonic Toughbook, it was time to take its world-leading product range into new markets, more efficiently and more effectively than ever.
The challenge was to work with the Panasonic team to define and better meet the regional requirements of the Toughbook marketing team, giving them the tools they need to deliver the right campaign, to the right people, at the right time.
The Proctors response
The answer lay in a combination of creativity and technical savvy. Building on the bespoke Drupal CMS websites we'd put in place across Europe, we created a revolutionary dashboard system that allows teams to cater to regional variations and requirements. Essentially, it allows users to create their own bespoke communications – yet remain 100% on-brand.
Every regional marketing manager can now call on a wealth of online and offline campaigns, product guides, cases studies, emails and brochures to adapt and broadcast to their chosen audiences. Available in more than 20 languages, and all designed to meet Panasonic's brand guidelines, the collateral forms a fully rounded marketing toolkit that's more flexible and more relevant than anything previously available.
By putting the power back into the hands of the regional specialists, campaigns are more tailored and hugely more efficient. Despite the challenge of creating materials in many different languages, the results have been impressive and the dashboard has revolutionised the way the regional marketing managers go about their work.
The great news is that we've helped Toughbook meet its business targets for the year and maintain a strong grip on the rugged PC market - with 65% market share it seems the future looks bright for both our client and our relationship.