• Role
    Copywriter for the corporate magazine Panasonic Ideas for Life, acting as a mediator between the brand and the media—created texts and stories that positioned Panasonic as a game-changing company in the Russian advertising market, 2004.

  • Challenge
    Panasonic was launching a new advertising format in Russia—product placement in films and TV series. It was crucial for the brand to explain the novelty of the approach to the market, generate buzz, and demonstrate that Panasonic is a technological leader embracing cutting-edge promotional formats.
  • Solution
    • Conducted a series of interviews with key media figures (Bachinsky, Stillavin, Egor Konchalovsky).
    • Prepared press releases and media texts emphasizing the uniqueness of the product and advertising format.
    • Focused on crafting an emotional narrative, positioning Panasonic as a “game-changing player in advertising.”
  • Results
    A series of articles in top-tier T1 publications:
    Panasonic reinforced its position as an innovative brand, setting trends in marketing communications.
  • Business impact
    • The brand gained not just advertising, but a PR effect from a newsworthy event that was discussed in professional communities and the media.
    • Established a “trailblazer” case for the use of product placement in Russia.

© Lana Minina
lana.minina@gmail.com
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