Panasonic ToughBook PC UK Rebrand & Launch – strategy, design, content, deploy and deliver

Leading IT manufacturer Panasonic needed to re-brand its ruggedised notebook PCs to differentiate them from the competition. Following great success with marketing Panasonic imaging products and network faxes, I was invited to do this and launch in the UK.

The start was to identify & understand target markets, define ToughBook’s differentiating factors and combine into the proposition that they had a statistically lower total cost of ownership (TCO) than the competition.

With the proposition set established, a dynamic fully-integrated multi-platform campaign was designed to include: creative & messaging, content, database development, digital, Alexei Sayle video, direct-mail, tele-marketing, ‘marketing-automation’ and sales team coordination.

A comment from the client sums up the success of this project: “I was asked if I would provide a testimonial recommending Steve. Over the course of two fully integrated campaigns spanning several months each, Steve assisted directly in significantly increasing [quadrupled] Panasonic’s market share within the notebook PC market and in achieving clear ownership of the ruggedised notebook PC segment with the launch of the ToughBook product range, and in winning the largest order [largest three actually] for Notebooks in European history. In addition, over 80% of the following years sales came from the sales database that Steve and his team generated. So, yes, I would.”

Marketing Manager – Notebook PCs, Panasonic


NB. This project got noticed by Sony, which asked me to relaunch VAIO into the business sector for them.