Hoya Corporation Design & Branding MAKE YOUR OWN COLOURS by ADK Asatsu-DK Tokyo

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Industry Photo & Video Cameras, Accessories
Media Design & Branding
Market Japan
Agency ADK Asatsu-DK Tokyo
Creative Director Tomotake Kawagoe
Art Director Tetsufumi Takei
Copywriter Atsushi Matsumoto
Producer Hirofumi Sato
Released October 2010

Credits & Description

Category: iii. Premium Brand
Advertiser: HOYA
Product/Service: CAMERA
Date of First Appearance: Nov 1 2010
Entrant Company: ADK JAPAN, Tokyo, JAPAN
Creative Director: Tomotake Kawagoe (ADK Japan)
Copywriter: Atsushi Matsumoto (ADK Japan)
Art Director: Tetsufumi Takei (ADK Japan)
Producer: Hirofumi Sato (ADK Japan)
Planner: Hiroki Ishiyama (ADK Japan)
Media placement: Poster - Station - 28/Nov/2010
Media placement: WEB - WEB - 1/Non/2010

Describe the brief from the client

The goal was to create a distinctive colour for the Pentax brand to establish a solid brand image in the digital SLR market. A request was made to reach out particularly to young women, who have been strong buyers in the market in recent years.

Describe the challenges and key objectives
We proposed to change the design of the product itself. Ultimately, we designed an entire product/environment package including: a system to place orders for any body/grip colour combinations, an online colour simulator, an order system for retail locations, and a system for post-sale camera grip exchanges.

Describe how you arrived at the final design
The colour palette had to appeal to both male and female demographics, so a wide variety of colours were made available, including the conventional black. The colour selections were finalised after also referencing results from durability tests.

Give some indication of how successful the outcome was in the market
The website had unique users of over 410,000 between the campaign’s launch and January 20th.
Product recognition: 40.8%
Annual sales volume: all-time high for the brand