The Specialist in You



Panasonic TOUGHBOOK doesn’t just set standards for rugged computing: it defines the 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.



Help TOUGHBOOK find new territory, moving beyond the traditional technical sell and concentration on ‘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 motivations of the people using them.



We focused on five key sectors in which TOUGHBOOK could flourish, 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. The work was translated into multiple languages, giving TOUGHBOOK more reach than ever before.



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
  • The refresh of a name synonymous with TOUGH

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