Olympus launched this marketing offensive in order to revive its losing market share in high-end microscopes orders to cheaper equivalents. The strategy was to set up an interactive platform with the high-end buyers of microscopes and gather their opinions and thought on what they wanted from a microscopes, so the firm could create stronger relationship with their market. The advertisers decided to create the world’s smallest questionnaire on a specimen slide and sent it to Olympus’s database of most esteemed microscope customers on a slide. Interestingly, the mail could only be viewed under a microscope and compelled the clientele to visit Olympus’s website to know about the products and services as well as gathering information from the client.
The campaign was a nice idea to set up a two-way communication through invoking active participation of potential customers. Advertisers claimed that the campaign had helped to increase the traffic at Olympus’s microscope website by 24 percent. The campaign was awarded Bronze at Cannes Lions this year in direct category. The campaign was created by HooperNagel, Sydney.
This direct mail piece is currently under a review process to be accepted into the Guinness Book of World Records as the world’s smallest questionnaire.
Via Cannes Lions Live
