Panasonic Malaysia

Victor Koh - General Manager Tan Tih Tjun - Marketing Manager Ong Fen Fen - Marketing Executive

Naga DDB Tribal *Lead Agency

Alvin Teoh - Chief Creative Officer Jerome Jambu - Associate Creative Director Abel Chai - Art Director Shaziana Sajath - Copywriter CS Quah - Senior Copywriter Janice Lim - Associate Account Director Erin Low - Senior Account Executive

Panasonic launched the revolutionary nanoeTM range of air conditioners, which removes 99% of indoor air pollutants. Despite its superior technology, nanoeTM air conditioner sales were 2.3 times slower than the standard air conditioners. The problem; Malaysians were indifferent to the invisible threat of air pollution in their homes and unwilling to pay the premium price for a nanoeTM air conditioner. With Airdibles, we shocked consumers out of their indifference by evoking disgust, forcing them to imagine eating the air pollutants. The campaign's success grew nanoeTM air conditioner sales by 128%.