The explosion of the digital camera market coupled with the ubiquity of everyday devices that integrate decent cameras like mobile phones have made photography a mainstream leisure activity. However, many people don’t know how to capture truly great images that do justice to those memorable moments. This is the background insight that led Blink Film to develop a brand new series format: How To Take Stunning Pictures.
Channel 5 were quick to offer a schedule slot and broadcaster support if the series was able to come fully funded as the format idea was on strategy for the channel and complimented existing programming such as the hugely successful Gadget Show.
Krempelwood developed the partnership strategy for the series and identified Panasonic’s camera sub-brand LUMIX as an ideal brand partner and approached Panasonic’s media agency Vizeum UK to develop a content partnership proposal tailored to Panasonic.
Panasonic wanted to be associated with photography content and wanted to maximize their communication around a period when they were traditionally not active in the advertising market to give them year round presence – however no programme format already existed on terrestrial TV.
Panasonic’s communication strategy focused on giving consumers the ability to ‘Take Stunning Pictures’, and by partnering Blink Film at the development stage Panasonic were able to benefit from a solution to their marketing objectives that offered a much deeper level of engagement than a traditional sponsorship.
Through the pre-production process it was possible to give due consideration to Panasonic’s values, objectives and tone of voice but without eroding Blink Films full editorial control.
The Gadget’s Show’s Suzi Perry and a roster of some of the most celebrated and acclaimed photographers including Martin Parr and Harry Borden were lined up to deliver a fantastic 6-part series with broad appeal to ‘everyman’ photographers around the UK.
Each episode featured a competition introduced by Suzi Perry offering viewers the chance to win over £2000 worth of Panasonic photography kit attracting a whopping 114,109 entries and giving valuable prominence to Panasonic’s products.
Blink Film also produced a series of online short films for Panasonic featuring contributors from the series offering tips and tricks on how to get the most out of shooting different types of photos showcasing the features of both Panasonic’s compact camera LUMIX TZ10 and their digital SLR camera, the LUMIX G2 cameras. The videos were hosted on the Panasonic YouTube site and Channel 5’s How To Take Stunning Pictures microsite.
Panasonic used their right to use the series IP to run directional ads in national press titles promoting the show around listings using creative assets from the series. In addition, Channel 5 also launched a PR campaign and supported the series with editorial features in Northern and Shell press titles including OK! and The Daily Star. The series also featured in their above the line Top 5 campaign offering fantastic additional coverage.
Channel 5 supported the series across all of their platforms with an on-air promo campaign and online homepage editorial.
Alongside broadcast sponsorship, Panasonic LUMIX also sponsored a specially developed microsite that housed additional video content, photographer biogs, episode guides and a link to the competition. The microsite was road-blocked with Panasonic online display advertising driving users to the Lumix section of the Panasonic website.
The series was also made available on a free-catch-up streaming basis on demand via Channel 5’s proprietary platform Demand 5 through Demand 5’s presence on 3rd party on-demand aggregators including You Tube, TV.com and See Saw.
Panasonic also have the right to use series content within their own IPTV service Vieracast and are producing a limited run of How to Take Stunning Pictures series 1 DVDs for a retail bundle offering.
Amongst the many highlights, the series reached a mammoth 4.3 million viewers across the series, increasing the audience profile of Channel 5’s key advertising demos including ABC1 Ads and has been re-commissioned by Channel 5 subject to funding.
In addition, the success of the show has also attracted attention from the Panasonic’s competitors and beyond into other categories generating interest and excitement from retailers.
Panasonic’s Head of Marketing David Bonney said: “Panasonic’s Lumix cameras are all about helping people take better photographs. This fantastic programme inspired people to get even more from their cameras.”
Channel 5s viewer panel feedback:
‘The show was felt to be highly original and appealing to a broad spectrum of audience profiles and tastes. Viewers appreciated the opportunity to learn useful hints and tips to apply to their own photography’.