Panasonic's LUMIX line of cameras is extremely popular with the photography enthusiasts and professional photographers alike. However, the brand's limited direct interaction with these fans made it a challenge to promote new products and enhancements. We sought to create a destination site where fans can immerse themselves in the brand.
The Lumix Lounge serves as a central point of interaction for the brand's passionate fan base. In addition to showcasing the brand's official ambassadors (aka the Lumix Luminaries), the website offers regular brand news, relevant photography trends, an active events calendar, and curated feed of social media content. Information about the camera lineup and relevant accessories are subtly woven throughout the content, providing a less sales-driven experience than that found on Panasonic's main shopping site.
Site visitation and time on site continues to increase month over month as fans flock to the experience. As well, pixel retargeting allows us to follow up site visits with targeted ads based on the interest of the user.
Creative Direction: Terrence Morash
Art Direction: WaiMay Cheng
Design: Leigh-Ann Bartsch, Jessica Mollica
Copy: Anthony Galasso
Producer: Jeff Kemp