Panasonic has tapped former England captain Rio Ferdinand to help it launch a new grooming channel on YouTube.
The #PlayWithStyle campaign shows faith in Google’s video platform at a time when it is being questioned by some parties over brand safety concerns. Nonetheless, the campaign looks to build an audience for and retention of the company’s grooming products.
The video content was developed by creative agency Brave and filmed by New Era Productions and will provide the main thrust of Panasonic’s new channel.
The work kicks with ‘The Beautiful Game’ in which Ferdinand suppositions that style gives him the confidence to excel on the pitch and in his daily routine. It will be supported with PR and digital, furthermore Ferdinand will share the content on his Instagram, Twitter and Facebook pages, which have accumulated almost 20 million followers.
Ferdinand said: "Style has always been important to me and I’ve been known to experiment with clothing, hair and beard styles over the years. I’ve always applied the same mantra of ‘Look and feel good, play good’. Now, as I’m trying to juggle managing my style with being a busy father and professional, Panasonic’s grooming products have become a kitbag essential. This is why I’m delighted to be fronting the #PlayWithStyle campaign."
Gaele Lalahy, head of brand communications at Panasonic UK & Ireland, said: "Rio Ferdinand sits at the crossroads where sport meets style, and thus resonates strongly with our target audience of 18 – 40 year olds who know him variously as a player, a pundit and a style icon.
“Rio will help us to further strengthen Panasonic’s brand equity in the grooming market and increase consideration, both with younger men choosing their first grooming products and those looking to further refine their style.”
Vote for the campaign in The Drum's Creative Works.
Brave: Panasonic '#PlayWithStyle '