Panasonic CNY 2019 Video - Localizing Audience Trends to Local Contexts
This year’s Panasonic Malaysia CNY campaign video seemed to have divided opinion in the social media world. On one hand, there were many who commended the creators for being bold and creative in infusing K-POP which is one of the hottest trends in Malaysia with Panasonic’s products. On the other hand, there were many others who felt that women were being objectified in the video and the video lacked Asian relevance since the models were wearing shoes in the house.
There are some key learning points from this campaign:
- Always assess the risk-return. There may be a huge amount of chatter generated as a result of this video but they may not necessarily be positive. While the video became the best performing CNY Youtube ad in Malaysia , there was some negative backlash from netizens on the percecived strereotypes and lack of "Asian context".
- It is important to know your audiences. While a trending theme was selected it should have been further adapted to include mixed genders to be more representative of its target audiences.
- It is important to include entertainment value to grab consumers’ attention and at the same time balance it with authenticity so that the messaging will resonate with the audiences. Publishing a behind-the-scenes video explaining the deliberations and decisions made could help to alleviate any resultant controversies.
- Proactivity versus Reactivity. While the creative director came up to explain the rationales behind using the KPOP theme after the negative comments emergd on social media, the question is if this issues could have been proactive pre-empted and communicated prior to the video release?
- Important to create for sound-off since many viewers may not be watching with sound on and the lyrics may be a key part of invoking brand recall when catchy tunes are adopted as seen in this instance.