de-construct has designed Panasonic’s new pan-European web platform with the UK as the first market to launch and the rest of Europe to follow over the coming weeks.

The current platform has taken two years to develop and create. This has included the development of the digital brand guidelines, which required consultation with the key Panasonic European markets.

The previous platform launched in March 2004 and Panasonic Europe wanted to build on the progress they’d made in the last two years. The scope of this project was far wider than that of previous guidelines and platform builds, due to the increase of consumer electronics online, the significant progress made by local markets together with the increased focus on the web as a business strategy by Panasonic.

The quality of the Panasonic websites varied greatly from country to country. The new platform had to be dynamic - to engage new and existing customers, provide a comprehensive information resource about all Panasonic products and also be benchmarked against the best examples of web practice globally.

Pan European digital marketing initiatives are also being developed to support the platform including a brand hub around the new advertising.

The design has a visual and thematic consistency for local market sites allowing for a wide range of content to be communicated across all product categories; both business and consumer. The design had to deliver everything you need to know about a product to make an informed purchase .Improved cross selling of related products and accessories was also a key requirement.

Through the new platform Panasonic can brand build using integrated communications; providing support to their marketing strategy, advertising, catalogue and POS campaigns and enabling them to embrace the network of the web through affiliates, ePR and consumer interaction.

The central idea was to create product category 'destinations' within the site giving product managers more control and enabling them to target communications to their audience. Over time consumers will be able to contribute content through blogs, podcasts and reviews etc.

“Visitors to all sites have increased from 10 million to 30 million in 2 years and are expected to reach 40 million by end 2008, so the new platform has to be engaging and appealing to consumers who use our web sites for their product purchase pre-research. de-construct’s ability to deliver us a platform which we consider easily scalable for increased rich content inclusion means we have a website which perfectly matches our leading edge product line up.” Said John Dixon Head of Communications at Panasonic UK

“This is a considerable strategic piece of work that has taken two years of research and development. de-construct have successfully managed a large group of stake holders across Europe, understanding local market needs to achieve a pan-European solution that allows local markets autonomy to create their own content within the guidelines. “ Said Kevin Holloway Panasonic Account Director at de-construct.

de-construct have a seven year relationship as Panasonic's lead digital agency for Europe and have developed three iterations of the European platform and guidelines over those seven years.

http://www.panasonic.co.uk
http://www.de-construct.com

For further press information on de-construct please contact:
Karen Durham-Diggins
kddPR
t: +44 (0) 20 8989 2541
e: kdd@easynet.co.uk
m: +44 (0) 7808 584 624

For press information on Panasonic please contact:
Jane Hinton
PR
t : +44 ( 0 ) 1344 853081
e: jane.hinton@eu.panasonic.com

Published on: 12:00AM on 14th May 2008