Panasonic Toughbook Demand Generation

Generating awareness pan-EMEA with the emergency services 


open rate




dwell time

The challenge

  • Panasonic supply a number of emergency services across Europe with Toughpad and Toughbook devices 
  • They came to us in need of a campaign that drove awareness for these products
  • Each sub-sector of the industry (police, fire and ambulance) has different pain points, needs and roles 
  • Panasonic had a database of contacts they wanted us to reach out to 
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The solution

  • For a constantly on-the-go and hectic industry, we opted for simple messaging
  • We drilled down into the pain points for each sub-sector to help match up the benefits the Panasonic products would offer them
  • To work pan-EMEA we teamed up with a translation agency
  • We executed a multi-language and sector-specific email campaign
  • The emails drove traffic to sector-specific landing page with tailored content 
  • For contacts to find out more there was a clear CTA: get in touch and organise a meeting with a Panasonic account manager
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The result

  • A great kick-start to widening awareness for the products
  • A good test of Panasonic’s database 
  • Average open rate of 5% 
  • From the clicks we saw a great dwell time of over 6 minutes
  • More activity to follow!
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