Panasonic UK partner with award-winning hair stylist Daniel Johnson, to discuss hairstyles at UEFA Euro 2016
Objective
Raise awareness of the collaboration between Panasonic UK and the award-winning international hair stylist Daniel Johnson, to build the brands association with footballers, many of whom Daniel styles.
Strategy
Male grooming is now a multi-billion pound industry. By teaming up with Daniel Panasonic are looking to reach men hoping to emulate their favourite footballers’ style with an entry-point shaver, as well as a more advanced target audience seeking exceptional results from a high performance grooming system. To highlight the partnership, broadcast interviews were secured on the eve of UEFA Euro 2016. Daniel shared his opinion on high profile haircuts from previous tournaments, as well as his personal experience cutting hair for players from Balotelli and Mahrez, to Bale and Vardy.
Results
A potential audience in excess of 13m, thanks to national highlights including talkSPORT and BBC Radio 5 Live, with the Breakfast Show presenter of the latter, Clare McDonnell, saying “When you said on social media last night you were coming on this programme, the twittersphere exploded”