Breathe Well, The Only Complete Air Quality Solution™ by Panasonic”
This timely initiative required a brand solution and name that clearly communicated to industry, partners and consumers the rising concern and awareness around having safe, clean air at home and in public spaces.
Challenge
Borealis was invited to partner with Panasonic upon their entry into the indoor air quality (IAQ) marketplace, and to help them bring their first-of-its-kind IAQ solution to life. While a trusted name, Panasonic was not known for air quality, and our challenge was to break through the clutter of common language, visuals, and scientific claims by competitors, and lead the market to encourage people to think of Panasonic first for air quality, be inspired to find out more, and purchase the only complete IAQ solution by Panasonic.
Deliverables
Stakeholder Engagement
Strategy
Naming
Logo and Brand Development
B2C and B2B Implementation Plans
Go-to-Market Sales Kits
Partner Engagement and Programs
White Paper Design
Website
Launch Video
Advertising
Social Media
Digital and Print Collateral
Strategic approach
This timely initiative required a brand solution and name that clearly communicated to industry, partners and consumers in a way that acknowledged both the emotional and the practical: the rising consumer concern and awareness around having safe, clean air at home and in public spaces, and the industry differentiator of offering the first and only complete IAQ solution on the market.
By leading with an emotional view of well-being, and supporting with a product and technology focus from a trusted leader, Breathe Well became both a brand essence and a name to signal that breathing well means feeling, living and being well. The name was supported with a qualifying tagline, “The Only Complete Air Quality Solution™” and a brand hierarchy which clearly outlined overall brand, product solution pillars and enabling technologies.
Brand solutions
The identity and communications approach needed to be flexible enough to speak to consumers and internal stakeholders while also being leveraged by external partner programs including exclusive partners, builders and distributors. Above all, it needed to stand out in the industry to highlight Panasonic as the leader in IAQ.
Creative development
The resulting visual expression is warm, human and absolutely unique for the industry. Brand shapes weave through lifestyle imagery to represent the multi-part solution, cleverly avoiding clichéd depictions of air quality, and the messaging leads with what is emotional and relevant to consumers, refraining from highly technical product language.
The brand and cross-channel campaign was launched in English and French across web, national B2B and B2C advertising, social media, radio and video, and adapted for industry partner and builder partner program toolkits and cobranding. Metrics indicated that the campaign generated 39.1MM impressions and had a 6.17 pt lift in purchase intent which was the strongest lift compared to other competitive brands. Video content also had a VTR of 56 per cent which delivered well above the industry benchmark of 30 per cent. Uptake is evolving to include industry influencer channels (Sarah Richardson, Mike Holmes, The Brolaws) and the brand has been adopted by the Panasonic US team to replace their existing indoor air quality platform. We are currently planning Phase 2 of mass advertising to launch in the fall of 2022.
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