After two waves of the pandemic, orphanages in India were left overburdened and under-supported. As they became homes to the covid orphans, Panasonic wanted to extend its mission of creating ‘A Better Life, A Better World’, to these NGOs. And harness the power of the people on Children’s Day, to do so.
Stressed and anxious post a traumatic second wave, bringing people’s attention to another issue was a challenge that needed to be overcome. And even if people were aware of the concern, and wanted to help, due to the job cuts, money couldn't be an answer.
During the same time, digital escapism as a user behaviour was at its peak, with mass adoption of casual gaming. We decided to bridge the need to help with the resources people had in plenty - time and interest in gaming.
With #PlayForABetterWorld campaign, Panasonic chose to leverage gaming to turn this extended time spent virtually into real-life support for 3 partner NGOs - Khushii Foundation, Salaam Baalak Trust and SOS Children’s Villages India.
Panasonic brought alive millennials’ childhood nostalgia to recreate a popular kids’ game into a game with purpose, namely the Panasonic Building Blocks. This game allowed anyone with the intent to help the NGO kids to register and play, to win points. On the completion of 1 million points collectively, Panasonic promised to donate its entire range of home appliances to its partner NGOs.
The gaming community came together to achieve the goal with ease and Panasonic delivered its comfort-adding ACs, TVs, Refrigerators, Washing Machines and Microwaves, to give a more homely life to the kids.
While videos and engaging content from the campaign brought alive the social channels, PR mentions in leading portals like AFAQs, Adgully, Social Samosa, MOM and E4M brought industry appreciation.
#PlayForABetterWorld drove real-world change with a simple game full of purpose. It garnered:
+1.5 million website visits
+10 million impressions
+250 hrs of game played
3 NGOs got the entire range of Panasonic appliances, helping hundreds of orphaned children.
