Panasonic Toughbook: When the going got tough, Toughbook turned to digital

Panasonic Toughbook faced the challenge of taking their market leading product into new geographical and vertical markets. This involved alerting potential new customers to the benefit of Toughbooks with a target to grow European market share during 2010. A Pan-European search and digital display advertising campaign was utilised to build brand awareness, drive traffic to the website, generate leads and reduce cost per response. Results show a 30% growth in unit sales, 122% year-on-year improvement in the number of responses, an 80% lower cost per response and an almost 3% increase in market share with 33% less marketing budget.