Category: Titanium and Integrated
Advertiser: OLYMPUS
Product/Service: OLYMPUS PEN E-PL1
Agency: MULLEN
Date of First Appearance: May 17 2010
Entry URL: http://www.getolympus.com/pen/
Chief Creative Officer: Mark Wenneker (Mullen)
Creative Director/Art Director: Michael Ancevic (Mullen)
Creative Director/Writer: Stephen Mietelski (Mullen)
Art Director: Josh Bean (Mullen)
Writer: Andrea Mileskiewicz (Mullen)
Director of Digital Production: Christian Madden (Mullen)
Executiver Producer: Zeke Bowman (Mullen)
Director: Mike Long (EPOCH Films)
Photographers: Dana Neibert/Tim Hogan
Flash Developers: Steve Haroutunian/Joey Tomaino (Mullen)
Digital Producer: Tiffany Sugalski/Lindsey Miller/Andrea Williams (Mullen)
Editorial: Andre Betz (Bug Editorial)
Web Developer: Hunter Dougless (Mullen)
Editor: Jessica Pearson (Mullen)
AR Production Company: Total Immersion
Media placement: Augmented Reality - Online - 5/18/10
Media placement: Augmented Reality Print Tip-In - Wired, Popular - June 2010, July 2010
Media placement: TV Campaign - 4 Spots - Bravo, Comedy, Discovery & Discovery HD, E!, G4, HGTV, History, Nat Geo, Nat Geo Wild, Science Chann - 5/10/10
Media placement: Digital OLA - Online - 5/17/10
Media placement: YouTube Competition - Branded YouTube Channel - 5/3/10
Media placement: IPad Ad - Wired Magazine IPad Edition - June 2010
Describe the campaign/entry
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.
Describe how the campaign/entry was launched across each channel in the order of implementation
The creative solution became a series of engagements that artfully revealed the camera and encouraged interaction:
• A social video event, the “PEN Your Story Challenge,” incited creators and influencers to publicize the Olympus story through testimonials.
• Television seeded social momentum with an HD-quality :60 commercial, filmed with the actual camera. This unique concept created buzz; even Sony tweeted their intent to copy our campaign idea!
• An augmented reality experience brought the camera to life through an insert in the shape of an actual E-PL1 camera. When held up to a web-cam, users experienced the 3D camera on their own terms and could share it socially.
• Dynamic ads in the inaugural iPad issue of Wired magazine demonstrated powerful E-PL1 features like ‘Pop Art’ and ‘Sepia filters.
• Interactive media put consumers in control by allowing them to “like” Olympus on Facebook, watch and social share the TV commercial and browse the cameras features.
Give some idea of how successful this campaign/entry was with both client and consumer
Results of the campaign launch have exceeded expectations!
• Over 100,000 people launched the augmented reality experience at getolympus.com/PEN3d, and one in four shared the experience with their friends via social media.
• Social chatter grew exponentially (Guy Kawasaki tweeted about the augmented reality - “Totally cool way to test-drive an Olympus camera.”)
• Sales from the launch exceeded predictions by 36% and increased 55% year over year.
• Olympus’s Facebook community grew exponentially – up 500%!
• Close to 600 “PEN Your Story Challenge” videos were submitted to the Get Olympus YouTube channel in 6 weeks. The videos were viewed over 400,000 times!
• 900 million impressions earned via PR and social media in online, print and broadcast outlets.
Qualitatively, Olympus received numerous reports from BestBuy that employees were specifically asked by consumers for “the camera that shot the TV commercial”!