Buzz Grey Has Panasonic ‘Save the Day’

NEW YORK In collaboration with Paramount Pictures and Lara Croft Tomb Raider: The Cradle of Life, Panasonic has launched a national campaign to promote its e-wear SD AV unit that combines video and voice recorders, a still camera and an audio player.

The palm-size digital device targets an 18-24 demographic, and Gene Kelsey, vice president of the Panasonic Brand Strategy Group, said the ad campaign focuses on that age group through its media buys on MTV, VH1 and Comedy Central. Buzz Grey in New York incorporated a “Save the Day” theme into the television commercials, which Kelsey said ties in with both the movie and the idea that the average person can come to the rescue via this multi-faceted product.

In addition to the TV spots, Renegade Marketing in New York crafted a Panasonic “Save Your Summer” promotion. The effort kicked off this week and runs through the summer. “Fun Vehicles” in New York, Los Angeles and Chicago will demonstrate Panasonic products and make referrals to local dealers.

By positioning the e-wear recorder as a “fun product,” Kelsey said the unit reaches beyond the technologically savvy consumer. “A lot of consumers we’re talking to don’t look at it as a complicated product. They’re used to this,” Kelsey said, referring to the use of cell phones, pagers and digital cameras among today’s teens and young adults.

The e-wear recorder sells for $399.95 at various consumer electronics retailers.

The Paramount movie, Lara Croft Tomb Raider: The Cradle of Life, premieres in the U.S. on July 25 and opens worldwide in August.