Ambition

Panasonic UAE initiated the online miniseries 'Shul 7al?' in 2012 to reach out to the GCC's adolescent audience. The plot unwinds with each webisode, which ends with a contest question. The client wanted the videos to achieve viral status on social media channels.

Challenge

Before attempting to achieve virality, Panasonic's social media channels had to be activated.

Solution

The response came in the form of a strategy that includes social media integration and activation initiatives, guerilla marketing tactics, and various online marketing methods.