Panasonic, makers of premium quality plasma TV's, needed to drive awareness of their new Vierra brand. They also needed to differeniate the brand from lower cost LCD TV's by promoting picture quality, device integration and premium service. The "See the Truth" campaign promoted these benefits and offered consumers a rebate incentive that could be redeemed in premier brick and mortar retailers. Through rebate registration prospects were segmented into a customer database. Future CRM communications would be tailored by segment in order to promote other Panasonic products and services.