±±¾©Èü³µpk10

Panasonic has stepped up its digital activity with the creation of

a pan-European consumer portal.

It is also poised to launch microsites to support its Tau widescreen TV

and SD memory card products.

New media agency Deepend built the sites and is developing a celebration

microsite for Panasonic's Technics brand, which launches in September to

mark its 30th anniversary in Europe.

The agency has also devised digital brand guidelines to ensure a

consistent visual branding identity across all Panasonic

territories.

Deepend account director Dan Douglas said: "Up to now, Panasonic's sites

have been a complete mishmash that's been damaging to the brand. The

local sites looked as through they might as well be different companies

with completely different brand values."

The guidelines encompass colours, typography, navigation and all-round

usability. Deepend has provided web developers in individual countries

with the software tools to comply with them.

Accessible from its panasonic-europe.com portal, the microsites will

showcase different uses of the products.

The Technics site, www.technics1210.com, named after the 1210 turntable,

will be a part-audio offering that will exploit the brand's tie-up with

the Technics Mercury Music Prize, which will be awarded next month.

The Tau and SD microsites follow the launch of sites to support E-wear,

Panasonic's matchbox-sized digital music player, its DVD Audio music

system and its Home Cinema product range.

Deepend won Panasonic's European new media account last November after

beating IBM in a final-round pitch.