This is another Cannes award winning direct campaign launched by Olympus to promote its under-water case for camera. The campaign aims at enticing people to buy PT-029 underwater case for their new Olympus mju 600 digital cameras. The campaign envisaged reaching out directly to mju camera owners to persuade them for the product. A short film was installed on each mju 600 cameras. When the camera was switched on for the very first time the short film appeared on the screen. The idea was to capture the undivided attention of the users towards the product as usually a consumer pays his or her full attention when they open purchased product for the first time.
The short film shows that a dangerous shark swims towards the camera and comes closer and then suddenly smiles and i6t further shows the moment sharks smiles a picture is taken from the camera placed in the underwater case. The text appeared on the screen that reads, ‘Make your mju waterproof. The PT-029 underwater case’.
It was further reported that the campaign was considerably successful as almost 10 percent mju owners preferred to buy the under water case. The campaign was developed by Springer & Jacoby, Hamburg, Germany and was held Cannes Lions 2007 Direct Gold Winner.
Via Canneslionslive.com
