Dentsu Utama, an integrated solutions agency in Malaysia guided by the mantra “Creativity or Nothing” successfully launched the newest camera in Panasonic’s Lumix G series – the Panasonic Lumix GM1 – a media event at the Art Science Museum at Singapore’s iconic Marina Bay Sands.
The launch drew over 46 journalists from Singapore, Vietnam, Malaysia, Indonesia and the Philippines and featured a spectacular fashion show during which attendees had the opportunity to test the unique features of the camera for themselves. Looking to engage well-travelled, confident, and ambitious women over 30, the launch campaign extends across multiple regions in Southeast Asia.
Dentsu Utama was appointed by Panasonic in October 2013 to oversee the creative production around the Lumix GM1 launch, including print and point of sale materials, as well as the regional launch event. The appointment came after a four-way pitch.