Journey of Self-Discovery

Panasonic's EcoCute is a household water heater with outstanding features that uses heat from the air to heat water. However, since hot water is taken for granted by many people, it is common to think that any water heater is acceptable in Japan. Therefore, we were asked to increase consumer awareness of EcoCute to make it the product of choice.

We adopted a strategy to increase consumer awareness of EcoCute through an emotional approach that encourages people to empathize with its purpose which is to "provide everyday support in the background". Then, we personified EcoCute. EcoCute sets out on a journey of self-discovery looking for how to become popular creating a story in which EcoCute comes to realize the importance of devoting yourself to supporting others through his journey. The video was designed to maximize sympathy and affection for EcoCute by providing content that pushes people to work hard every day for others, just like EcoCute does.

The video has been viewed over 220,000 times on YouTube alone. People who viewed the video said, "EcoCute is adorable!" and "If I had to choose, I would choose EcoCute." While competitors were only sending out advertisements that focused on functionality, this video, which communicated the very meaning of EcoCute's existence, took a completely different approach and showed the true "cute" side of EcoCute to the public.