Singapore, 21st December 2006 - Panasonic Singapore showcased a media-first outdoor campaign on JCDecaux’s Streetside network which commenced on 20th December for 10 weeks.

The objective behind this campaign was to promote Panasonic’s slim high definition Viera Plasma Televisions and its 28mm wide lens Lumix camera. Five bus shelters on Orchard Road, namely shelters in front of DFS Scotts Road, Forum Shopping centre, OG Orchard, Liat Towers and Le Meridien Hotel, were dressed up with a plasma television placed within the 12-sheet panels at the respective five flagship locations. Two other plasma screens were also displayed at these shelters - Anson Road in front of International Plaza and Scotts Road opposite Far East Plaza. Additionally to create more presence, Panasonic bought a mix of more than 40 6-sheet and 12-sheet posters which were flanked on the streets to boost awareness and interest on Orchard Road and in the financial precinct.

The media placement duties were handled by Universal McCann while the creative was crafted by McCann Erickson.