BRIEF

With the advent of smartphones and their ever-evolving camera lens capabilities, Olympus found itself at crossroads. The Japanese optics manufacturer needed to demonstrate its relevancy in a fast-moving, high-turnover electronics market. 

So in March 2005, the Olympus Australia decided to raise the profile of its Ultra Zoom range of digital cameras amongst key trade contacts, high profile photographers and influential adopters.

STRATEGY

To disrupt the impending digital avalanche, the initiative had to be accomplished in a novel, all the while playing within the already established ‘10x Optical Ultra Zoom’ campaign positioning.

Focusing on the 4-megapixel 10x Optical Zoom model, our creative proposition encouraged budding photogs to ‘experience an extraordinary 40x Ultra Zoom with the Olympus C-770.

And by extraordinary, we mean extraordinary.

SOLUTION

With the 10x Optical Zoom combining with the 4x Digital Zoom for a total 40x Ultra Zoom, the creative begged for some classic advertising hyperbole and an age-old medium: the humble postcard.

Appearing normal at first glance, our retro-style travel souvenirs draw the eye to a visual that doesn’t quite match the place name, revealing the ruse on the reverse side with an exaggerated claim and details of the targeted brand ambassador.

EFFECTIVENESS

Sent out by Olympus’ own marketing department, the series of double-take inducing postcards motivated high-profile camera users to think about — and talk about — the great range of Ultra Zoom digital cameras.

In the face of increasing competition and budget lethargy within the category, in-store positioning, point of sale prominence and Easter holiday stock pre-orders all improved dramatically — reminding influential figures within the digital imaging community that, despite the shifting market, Olympus remains light years ahead of the rest.