By Lorna Brett

Panasonic will launch its first Full HD 3D VIERA advertising campaign in a matter of days, alerting consumers to the advantages of its Neo Plasma technology and its ability to deliver sharp 3D without blur.

The campaign, which has been titled “Panasonic Neo Plasma - Brilliant 3D without the blur,” will commence on September 5 with a 30-second TVC; followed by extensive 3D cinema advertising, new POS material, sponsorship of the 2010 AFL final series as well as an online campaign with You Tube.

The campaign will feature the company’s “Happy Dude” character, who has been seen previously in its “Blacker Blacks” campaign. The new campaign will demonstrate the key advantages of VIERA Neo Plasma for 3D viewing.

Panasonic believes the blur-free images provided by its Neo Plasma technology should be a crucial purchasing factor in consumer minds.

“The quality of the 3D picture may vary dramatically between technologies. Nobody wants to see a blurry, fuzzy image on their television, whether it be in 2D or 3D. Panasonic Neo Plasma technology combines superior speed, colour and contrast to deliver the ultimate viewing experience” Panasonic group marketing manager VIERA Matt Pearce said.

“Panasonic’s latest range of VIERA FULL HD 3D TVs allows consumers to enjoy a clear and blur-free picture so they can experience a real sense of depth and true-to-life images in their own living room. This is particularly important for fast moving action, such as sport or movies,” he added.

The campaign was crafted by Campaign Palace, who took the stance that although there are many brands of 3D TV’s; the quality varies dramatically across all brands.

“So in this execution we’ve taken the distinctive animation style established in our Neo Plasma campaign and used it to communicate that unless you have a Panasonic 3D TV, you may have a lot of trouble recognising the 3D images you’re watching,” Campaign Palace creative director Cameron Hoelter said.

To view the ads on Youtube visit www.youtube.com/PanasonicAustralia