PANASONIC TOUGHBOOK TOUTS DURABILITY/RELIABILITY.

Most laptop users would never dream their brand of laptop could survive a trip up Mount Everest, take a bullet and still turn on, or retain data after being in a car explosion. But, the truth is, there are Toughbook(R) laptops out there that have. These rugged, reliable laptops will protect your data and allow you to remain productive, no matter where you are working.

That's the premise behind "Legally," the new national ad campaign for Panasonic Computer Solutions Company's full line of Toughbook(R) laptops that includes TV, print, online, and outdoor components. Sigma Group of Oradell, N.J., is the creative and media agency of record behind the new campaign.

"We looked at what users were saying about their Toughbook(R) laptops and it all led back to day-to-day situations where their Toughbook(R) was rugged and reliable enough to withstand the most challenging environments," said Diane DeCastro, senior account director, Sigma Group. "The Toughbook(R) line is unique because each notebook is designed from the inside out to be durable and protect your data-in spite of the drops, bangs and spills that can occur when mobile."

"This is one of those campaigns that practically writes itself," said Tony Pucca, creative director for Sigma Group. "In researching Toughbook's superior construction, we found amazing user accounts of situations that fully-rugged Toughbooks had worked through." Since most resulted in claims that other brands couldn't touch, the "Legally" campaign was born. "We saw it as an engaging way to say 'A Toughbook has done this. But do not try this at home.'" Some ads in the campaign also focus on the brand's special features - like spill-resistant keyboards or sealed port covers.

Panasonic's "Legally" campaign touts the Toughbook(R) line of fully- rugged, semi-rugged and business-rugged mobile laptops, reaching professionals for every business need and across 15 target industries. Ads have appeared online and in print in national newspapers such as The Wall Street Journal and USA Today, and in trade publications such as Federal Computer Week, Government Data Management, Var Business, and Building Safety Journal, to name a few. In addition, busy commuter locations such as at airports and rail stations were added to the media mix.

This September, it's all Panasonic Toughbook(R) laptops, all the time at New York City's Grand Central Station, where nearly half a million people pass through its corridors each day, and San Francisco's Montgomery Station, with nearly 340,000 daily commuters. Panasonic has purchased the ad space for the month and placed more than 300 ads from the Toughbook(R) "Legally" campaign, including banners, wallscapes, pillar wraps and floor graphics and stair risers.

"This station domination approach enables us to virtually surround the widest possible range of commuters in a complete branding environment," said Marca Armstrong, director of marketing, Panasonic Computer Solutions Company. "Our traditional customers, police officers, members of our armed services, healthcare professionals and field technicians, will have had first-hand experience with some of the scenarios the 'Legally' campaign highlights. However, there's a new class of mainstream mobile professionals for whom reliable connectivity is also mission-critical. This approach allows us to reach all of these customers and decision makers in key target markets with a consistent set of messages underscoring the true value of Toughbook(R) reliability: peace of mind." Panasonic is also running its Toughbook(R) TV spot in over 1,600 cabs in New York City.

About Sigma Group

Sigma Group is a full-service advertising agency specializing in the development and execution of targeted and integrated campaigns and is at the forefront of the digital convergence between media and marketing. Sigma Group strikes a unique balance between proven, grounded and traditional approaches while empowering new ideas to provide clients with FREE RANGE CREATIVE products and solutions that are uncontained, unprocessed, unfettered and uncaged. Sigma represents many respected and well-known global brands and employs 53 people.

For more information, visit http://ww.sigmagroup.com or call 201/280-2212.