Selling out a luxury product to a new audience

Panasonic wanted to reach Asian Canadians with a luxury massage chair priced at $10,000 per unit, using a dedicated microsite.

The site had to work in English, Traditional Chinese and Simplified Chinese with a consistent design, despite major differences in typeface, spacing and density. Research showed that more than 90% of Chinese web users browse on mobile and prefer high information density.

With just over a week, we built the mock-up first and researched alongside it, keeping a constant feedback loop with Panasonic so changes happened early.

We kept it simple: separate Chinese and English versions on one domain, with Chinese in a subdirectory. Each language could change independently, including imagery tailored to the target audience.

Built in one week with analytics and tracking, the microsite let Panasonic monitor its new audience after the campaign. With ongoing conversion rate optimization, Panasonic sold out its entire in-stock inventory of the Prestige chair across Canada.