About The Project

A high-impact launch event for Panasonic’s rugged new Toughbook tablet.


When Panasonic introduced the world’s first rugged AndroidTM-powered business tablet, they turned to EGR International to guide this important product launch.

Successful launch events in the consumer technology sector are all about creating a huge buzz around the revolutionary aspects of the product and how it will improve the lives of targeted customers. Knowing this, combined with a market heavily saturated with tablet products, we set out to articulate exactly what differentiated the Toughpad and why it would make a difference in the day-to-day lives of its users.



A strategic approach to find the perfect launch venue.

To honor the groundbreaking technology of Panasonic’s Toughbook tablet, it was only right we host the launch event at a venue that matched its innovative spirit. After an exhaustive and highly selective search, we decided that Cowboys Stadium in Arlington, Texas — with its state-of-the-art technology and human-centered design — was the ideal match for an event of this magnitude. By the time of the event, we had doubled the estimated attendance to over 400 attendees, a group that included national and international members of the press, critical media influencers, wireless carriers, solution partners, Panasonic staff, and, of course, a good showing of passionate Panasonic customers.


Saturated Panasonic branding transforms Cowboys Stadium.

Part of any successful launch event is making sure the venue feels on-brand for the company and its product being celebrated. This led us to display Panasonic logos on all of the digital banners that lined the circumference of the stadium while showcasing a Toughpad launch video on the stadium’s incredible 49-meter wide HD screen.


A cutting-edge presentation and an interactive solution showcase.

In order to properly unveil the Toughpad, we created a cutting-edge presentation session in the stadium lounge that included real-time translations for Latin American customers.

But the show didn’t stop there. For the Solution Partner Showcase, 50-inch Panasonic plasma displays were outfitted with an interactive touchscreen and Toughpad “skin” so the press could actively engage with the various applications. And to make it easy for guests to navigate the touchscreens and get the most out of their experience, we grouped Solution Partners by functional areas that would be applicable to their own unique needs.


US Soccer player Abby Wambach lends a touch of star power.

We leveraged Panasonic’s relationship with celebrity pro US soccer player Abby Wambach to add star power to the event. On the field, guests exchanged their dress shoes for loaner Nikes and Abby coached them in kicking Toughpad-branded soccer balls past soccer pro Kevin Hartman into the goal.

To add an element of goodwill to the event, all of the soccer shoes were later donated to the Gear Up Project — an organization that outfits underprivileged kids with soccer gear. And to top it all off, Panasonic presented guests with a Toughpad-branded soccer jersey as a parting gift at the conclusion of this one-of-a-kind occasion.


Industry insiders and Panasonic customers declare the event a resounding success.

This special launch event generated the media buzz that Panasonic was looking for, and in doing so converted industry influencers and existing and potential customers into brand ambassadors for this revolutionary new product.