Panasonic wanted to promote the new Panasonic Lumix TZ7 camera, a premium compact camera for affluent families, general family use and holidays. It was essential that we were able to not only showcase the quality of pictures that the TZ7 camera could take, but also showcase the camera has, meaning it was perfect for the guardian.co.uk digital environment.

To promote the new Panasonic Lumix TZ7 camera and to showcase the amazing video quality the camera has.

The idea was to document three Guardian journalists on three separate days spent with their families at a destination they used to holiday as children. We loaded each journalist with the new Lumix TZ7 camera to document their day through pictures and video. The Panasonic "Photographic memories" microsite was launched at http://www.guardian.co.uk/photographicmemories. It was supported by a series of online traffic drivers, sponsored feature links and pre-promotion 12 x 4 print ads. The microsite itself contained a competition to win a limited edition Panasonic Lumix TZ7.

Effectiveness research was conducted using GNM's Brand Aid panel (pre-wave), with the post-wave sample gathered directly from the microsite. Results indicate visitors to the microsite were drawn in by an interest in digital cameras and purchasing/winning one. Prompted and unprompted awareness of the Panasonic brand increased as a result of the campaign. Those who said they would consider purchasing a Panasonic camera almost doubled over the campaign. Please download attachment for full details of campaign results.

All 3 stories were personal and contained true emotional elements from three well-known Guardian & Observer journalists. The content was engaging while also showcasing how this camera can capture fantastic quality pictures and video, no matter what the user's photographic competencies. "Very professional. It made me want to make more use out of my camera and improve my photography skills. That I really want a TZ7! We already have a TZ3 which we love. My friend has several Panasonic Lumix cameras, and he loves them especially for distance shots." Feedback from user.