Olympus Promo, Case study LOOK WHAT YOU CAN DO by Mullen Boston

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LOOK WHAT YOU CAN DO

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Industry Photo & Video Cameras, Accessories
Media Promo & PR, Case study
Market United States
Agency Mullen Boston
Released June 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: OLYMPUS IMAGING AMERICA
Product/Service: CAMERA'S
Agency: MULLEN
Date of First Appearance: Jun 1 2010
Entrant Company: MULLEN, Boston, USA
Entry URL: http://www.getolympus.com/PEN3d
Vice President/Group Creative Director: Michael Ancevic (Mullen)
Senior Vice President/Group Account Director,: Drayton Martin (Mullen)
Senior Vice President/Group Creative Director: Stephen Mietelski (Mullen)
Senior Vice President/Group Media Director: Gina Preziosa (Mullen)
Chief Media Officer: John Moore (Mullen)
Media Supervisor: Jennifer Biagiotti (Mullen)
Vice President/Creative Media Integration: Dustin Johnson (Mullen)
Media placement: National Print - Wired Magazine - June 2010 Issue
Media placement: National Print - Popular Photography - July 2010 Issue
Media placement: Social Networking - Facebook Brand Page - May 2010
Media placement: Social Network - YouTube Brand Channel - May 2010

Insights, Strategy & the Idea
How do you create customer demand for a new-to-market product that is the first of its kind, in a category where you’re outspent 7-1 and you must drive sales with a new and demanding retail partner in Best Buy? Our answer turned out to be quite simple – leverage technology to let consumers experience the camera on their own terms and ask people to “look what they can do.”

We had a dual target of early technology adopters and advanced, point-and-shoot users who are upwardly mobile, tech savvy and family oriented. Both targets are highly social, and when provided with a powerful yet relevant brand proposition they will advocate and share their experiences. This target insight led us to a three-pronged communication approach:
1. Develop communication that consumers remember and talk about
2. Make “media” an interactive, fun and dynamic “product demonstration”
3. Make everything sharable

Creative Execution
We had to develop an innovative way for consumers to “put their hands” on the product or the experience had to be as innovative as the camera itself. Our strategic solution was to bring the Olympus PEN® E-PL1 to life in the pages of key magazine partners including Wired magazine and Popular Photography. The in-book four page insert was led by an actual size die-cut replica of the camera. This piece became the conduit for launching our augmented reality experience. When removed, readers were directed to getolympus.com/PEN3d to begin their 3D experience. When held up to a webcam, consumers were able to fully immerse themselves in the E-PL1 functionality on their own terms. This personal experience included the ability to take pictures or video, interact with the seven key art filters, experiment with the flash, and most importantly, share your entire experience across social platforms including Facebook.

Results and Effectiveness
Despite augmented reality being a relatively nascent medium, engagement levels exceeded our benchmarks. Over 250,000 people launched the experience at getolympus.com/PEN3d, and one in four shared it via social media. 33% of all tweets about the Olympus PEN® E-PL1 launch were specifically about the augmented reality experience. We clearly developed a powerful story - even insiders wanted to talk about it. Guy Kawasaki tweeted, “Totally cool way to test drive an Olympus camera!” Lastly, giving consumers the power to experience the E-PL1 on their own terms proved fruitful as the average-time-spent with the 3D camera was over three minutes!