Panasonic TOUGHBOOK doesn’t just set standards for rugged computing: it defines the entire industry. But having been champion of the market since the mid-90s, TOUGHBOOK needed to expand its appeal even further – not only to defend its existing position as an industry leader, but to attract an even wider audience to its brand.
Help TOUGHBOOK find new territory, moving beyond the traditional technical sell of speeds and feeds. The key was to take a more emotive approach, digging right down into the fundamental ‘why’ of the brand and matching the capabilities of TOUGHBOOK devices with the skills and requirements of the people using them.
By focusing on five key sectors in which TOUGHBOOK could flourish, and delivering one key message to unite them all, the 'Specialist in You' campaign was born. For a market-leading brand, we wanted to take a full-throttle approach. So we created digital advertising, email, web content, press ads and editorial to deliver the message, and combined it all with some clever marketing automation.
With this combined approach, the campaign delivered outstanding results.
Email open rates averaged more than 10%
Landing page conversions topped more than 60% in some sectors
Hot sales leads into Panasonic’s pipeline
Renewed brand awareness
A fresh new approach for the toughest brand in the market
What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.