Panasonic Rolls Out First Ever Aurasma-enabled Point of Sale Materials Into Over 1500 UK Retail Stores

CAMBRIDGE, England and SAN FRANCISCO, August 8, 2011 -

- Following recent print campaign success, Panasonic makes first ever deployment of Aurasma-enabled point of sale materials across the UK

- Over 50,000 postcards in store which consumers can activate using Aurasma to watch a video and click through to Lumix G3 campaign website

Aurasma, the world’s leading augmented reality platform for mobile devices, today announced that Panasonic is building on the recent success of the recent Lumix G3 ‘Small Camera, Epic Shots’ Aurasma-enabled print campaign by rolling out Aurasma-enabled Point of Sale to over 1,500 UK stores.

(Logo: photos.prnewswire.com/prnh/20110711/SF32613LOGO )

The new Lumix G3 campaign puts Panasonic’s latest compact system camera in the hands of two professional UK photographers in different locations in the USA. Consumers with iPhones simply download Aurasma Lite from the App Store, point the device at the point of sale and the static photographic image is instantly animated with rich video shot for the campaign. Consumers can click their device screen during or after the video to be directed straight to the Lumix Lifestyle website showcasing the campaign.
Stores participating in the campaign include Best Buy, Comet, Dixons Travel, Jessops and John Lewis.

John Dixon, General Manager of Brand Communications at Panasonic said, “Aurasma has breathed interactive digital life into our print campaign, allowing us to engage newspaper and magazine readers with the sort of rich, interactive media content that until now has only been available through our website or our television advertising. Building on the phenomenal success of the print campaign, we’ve now rolled out Aurasma-enabled interactive point of sale materials to over 1,500 stores. When Aurasma technology was introduced to us by our creative agency Brave, we immediately recognised that this was a natural fit for the Lumix G3 campaign - both are about fundamentally seeing the world in a new way - and we look forward to building on this creative partnership in future campaigns.”

Martina King, Managing Director of Aurasma said, “Consumers can use Aurasma on their handsets to bring the photography on the Lumix G3 point of sale to life, watch the gorgeous campaign videos and then click through to the Lumix G3 campaign website. We’re seeing innovative brands like Panasonic embrace Aurasma as a new way to engage consumers, bringing a rich multimedia experience to print media and in-store point of sale. This is the first instance of Aurasma being used on in store and it demonstrates that Aurasma has a huge part to play across the marketing mix.”

Notes for editors

About Aurasma www.aurasma.com

Aurasma is a revolutionary, augmented reality platform that uses advanced image recognition technology to merge the physical and virtual worlds. Using a smart phone or tablet computer, Aurasma is capable of recognizing objects in the real world and overlaying this view with an interactive layer of the virtual world.

Aurasma was created using industry-leading technology from Autonomy (LSE: AU. or AU.L). It is currently in use by over 150 partners including film studios, TV chains, online retailers, media agencies, newspapers, magazines, museums and billboard advertisers and has already been installed on over one million smart devices globally.

About Brave,www.brave.co.uk
Brave is an independent creative agency based in London. Clients include; Panasonic, Greeen & Blacks, John Frieda and Reebok to name but a few.

For further information, contact: Victoria Nairn, Marketing Manager at Brave: +44(0)7949-819507

About Panasonic
Panasonic Corporation is a worldwide leader in the development and manufacture of electronic products for a wide range of consumer, business, and industrial needs. Based in Osaka, Japan, the company recorded consolidated net sales of 8.69 trillion yen (US$105.0 billion) for the year ended March 31, 2011. The company’s shares are listed on the Tokyo, Osaka, Nagoya and New York (NYSE:PC) stock exchanges. For more information on the company and the Panasonic brand, visit the company’s website at panasonic.net/.

For further editorial information, contact: Claire Eaton-Whitfield, +44(0)1344-853-552

Nick Rushton, Marketing, Aurasma, Autonomy,
nick.rushton at autonomy.com, +44(0)7887-552949; David Vindel, The Red Consultancy (UK), +44-207-025-6529
david.vindel at redconsultancy.com; Winifred Shum, Autonomy (US), +1-408-771-6668, wshum at autonomy.com; Louise Kehoe
Ogilvy PR (US), +1-415-677-2739, louise.kehoe at ogilvypr.com