The campaign, entitled ‘Memory Insurance’, will focus on the player’s archiving function as a way of storing special family memories.
Panasonic worked with scientists to create a formula for calculating the monetary value of memories that uses variables of vividness, importance and uniqueness.
Onlinefire has developed an online application that allows users to calculate the value of their own memories as part of the campaign.
The agency will also promote the Panasonic Next Generation Talent competition for the second year.
Gaele Lalahy, Digital Marketing Manager at Panasonic said: Having worked on the original launch of Next Generation Talent, onlinefire was the natural choice for this year’s project and our HD Blu-Ray Recorder launch. As a specialist in online PR and social media, the team marries strengths in strategy and creative to deliver impactful campaigns that resonate with our target audiences.