More Superman than Clark Kent.
Creativity overcame the dark forces of stale B2B marketing when Panasonic’s US B2B division launched the Toughpad rugged handheld tablet for field workers like utility linemen and police officers.
Cohn & Wolfe, San Francisco, developed “Unbreakable Valor”, a custom comic book for IT decision-makers, enlisting hot comic artists with superhero pedigrees of work on Batman, X-Men, Silver Surfer and Green Lantern.
It was Bam! Pow! Kaplow! time again. Fresh and funny successive issues dramatised the extreme durability and functionality of the Toughpad.
The campaign created widespread visibility and interest in top-tier publications, especially among the predominating tech-savvy Millenials. It broke social media records and the comic web page alone generated 1000+ sales leads.