Sigma Group Secures Two ''Station Dominations'' for Panasonic Toughbook in Washington...

Sigma Group Secures Two ''Station Dominations'' for Panasonic Toughbook in Washington D.C.

Award-Winning Campaign Dominates Pentagon and Capitol Hill South
Metro Stations
ORADELL, N.J.--(Business Wire)--
Sigma Group, a full service advertising agency, combines
award-winning creative execution and key strategic positioning in a
hard-hitting "Station Domination" takeover of the Pentagon and Capitol
Hill South Metro Stations featuring Panasonic's Toughbook(R) laptop
computers, May through July 2008.

Sigma's highly targeted "Legally" campaign for Panasonic Toughbook
won four Silver ADDY awards from the NYC District of the American
Advertising Federation for its witty take on Toughbook durability
claims. Most recently, it won an ABA Stevie Award for Best Outdoor Ad
Campaign.

Sigma's campaign for Panasonic is two-fold: an invasive, blanketed
use of signage in key strategic locations, buying out all traditional
and non-traditional out-of-home advertising space to reach more than
40,000 people each day; and clever use of Panasonic's "quasi-legal"
claims touting Toughbook products' strength when exposed to extreme
circumstances like fire, water or freezing temperatures. The ad's
claims originate from real-life experiences of Toughbook users.

The award winning creative executions include tongue-in-cheek ads
with the bold claims, "Legally, we cannot say it could catch the next
terrorist suspect," "Legally, we cannot say there's one in the White
House" and "Legally, we cannot say it can take a bullet."

Securing this invaluable placement maneuver was a coup for Sigma,
and an opportunity for Panasonic to move ahead of the competition. The
timing of the campaign is crucial to the success of the mission -- as
April through August is the major Federal technology buying season.

"When you consider the audience for this Station Domination, it's
the perfect venue for a campaign that's all about taking on
challenges...and succeeding," said Tony Pucca, Sigma's Creative
Director. Pucca authored the campaign, along with Associate Creative
Director Nikolai Nikolov. Creatives Heather Canova, Chris Newkirk,
Greg Roman, Tim Stapleton, Dan Berenson, Christie McPartlain, Mark
Livolsi, Skye Leith and Bill Szymanski brought additional executions
to life.

Founded in 1987, Sigma Group is a full service advertising agency
specializing in carrying brands across an array of media platforms.
Recent campaigns include established brands such as Panasonic,
DeLonghi, MasterCard, PoggenPohl, Hunter Douglas and others. Sigma
prides itself on offering NYC creative combined with suburban
flexibility. Details are available at www.sigmagroup.com.

Squeakywheel Promotions
Jackie Saril, 914-393-7043
jackie@squeakywheelpromotions.com

Copyright Business Wire 2008