Direct and digital media agency Equi=Media has been appointed by Panasonic to handle the pan-European search engine marketing and digital media campaign for its range of Toughbook laptops.
Equi=Media has been tasked with promoting the Toughbooks to business decision makers in key vertical markets across Europe by driving them to new, country-specific microsites and delivering enquiries either by phone or online.
The campaign will primarily focus on paid search and SEO for the new microsites in order to increase brand visibility. Digital displays strategically placed in key markets across Europe will support the SEO activity to drive interest and increase knowledge about the Panasonic Toughbook as the market leader in specialist business environments such as utilities, the health sector and even conflict zones.
Equi=Media was awarded the business without a pitch. The account was previously handled by a network of agencies under the umbrella of media agency network Vizeum, but disparate tracking technologies across Europe meant that Panasonic was unable to compare results or perform any kind of post-activity analysis. Equi=Media will use its proprietary Voyage software to calculate the contribution of individual digital channels to enquiries. Bristol-based creative agency Proctor and Stevenson is rebuilding all Panasonic Toughbook sub-sites across Europe.
Gavin Sinden, Digital Strategy Director at Equi=Media, commented:
"The client is very clear about the campaign objectives for each country and we are eager to fully explore the power of our tracking and reporting abilities across all digital media channels throughout Europe."
Stephen Yeo, Marketing Director, Panasonic Computer Products Europe, added:
"We were extremely impressed by Equi=Media’s digital media expertise. Having a campaign that is centrally organised and reported on will provide us with maximum insight into the efficiencies of our digital marketing activity across Europe. Equi=Media’s ability to plan and buy all paid search and digital media from the UK, combined with its tracking and technology software, makes the agency the perfect partner for the Panasonic Toughbooks campaign."