Panasonic is launching an integrated campaign focused at demonstrating Viera Plasma’s superior image quality in large screen format with consumers who are looking for the latest technology and quality picture, enjoy watching TV as a social event with friends and attach status to owning a large TV.

The campaign is being supported with an edgy viral video contained within a microsite (http://www.hedidnotseethatcoming.com/) through digital communications agency, Inbox Digital - a member of Digital Marketing Group plc, the AIM listed digital direct marketing company.

The agency won the work following a 2-way pitch and having previously created the successful Panasonic virals - Gyrorunner (www.gyrorunner.com) and Taxi Snapper (www.taxisnapper.com) – both aimed at promoting its Lumix digital camera range.

Inbox Digital was briefed to create a fun viral that consumers would want to spend time interacting with, pass on to their friends and associate with the Panasonic brand and Viera product.

The risqué film opens with two trendy-looking guys in their early thirties sitting in a spacious loft-style apartment which is dominated by a top of the range Viera plasma TV. The cool, relaxed character Dan invites his slightly less cool mate Ben to check out his new plasma and flicks to a wildlife programme. State of the art CGI effects are used to make animals jump out of the screen, reflecting the hyper-real image quality.

A specially written soundtrack has been produced to build suspense, as well as a voiceover provided by comedian Phil Cool. Throughout the film, an incredulous Ben looks on with surprise and wonderment at the Viera plasma TV until a very unfortunate and hilarious fate befalls him in the final elephant scene. The film ends with the line “Only Viera plasma makes it real’.

The campaign microsite contains 10 key facts on plasma, explains the technology behind it and encourages the consumer to buy a plasma by directing them to the Panasonic online shop and to their local dealers. Visitors are incentivised to sign up to receive the Panasonic newsletter with a competition offering the chance to win 42” Plasma by answering questions about the product itself. In addition to viewing the video, visitors can look at the hilarious outtakes or view a gallery of stills from the video shoot.

Oli Christie, creative director at Inbox Digital says, “We've pushed the boundaries of taste to the very limit with this viral video as we wanted to shout that Viera plasma TVs really do give you the best picture. Which they do.”

John Dixon, head of brand communications at Panasonic, says ‘Using daring creative and a format that’s spot on for our audience, Inbox Digital has come up with a killer campaign that will spread the word about the Panasonic Viera as the cool and must-have ultimate large screen Plasma television choice for those in the know.”