By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Center Valley, Pa. — Olympus Imaging America has unveiled plans for an integrated multimedia campaign, featuring television and online advertising to highlight the company’s Pen E-PM2 Micro Four Thirds mirrorless compact system camera (CSC).
Olympus said its new “Capture Your Stories” campaign demonstrates how easy it is to capture great images on the go with the new Olympus Pen, simply by touching the camera’s LCD screen.
The integrated advertising campaign continues to embrace storytelling through photos and video and further positions Olympus as the human brand among the digital imaging competition, the company said.
Neither the size of the advertising budget for the campaign nor its comparison to prior years was disclosed.
The platform for the campaign reinforces strong product features using the slogan: “Touch to focus fast. Touch to capture fast. All to share your stories fast.”
Stephanie Sherry, Olympus marketing communications director, said, “This is a fun campaign that demonstrates how consumers can use the new Olympus Pen E-PM2 camera to focus, capture and share just by touching the back of the screen. It’s the camera that keeps up with the speed of life today. Olympus has a history of manufacturing high-quality optics, and this campaign demonstrates how technology can be fun, easy, creative and social without sacrificing quality.”
The story behind the camera stresses its touchscreen technology, DSLR-quality image sensor and the simplicity they both offer.
Michael Ancevic, chief creative officer and managing partner of The Fantastical ad agency that worked with Olympus to create the campaign, said, “We live in a visual, social, instant gratification world today. This campaign demonstrates how easy it is to focus, shoot and share photos with the new Olympus Pen.”
The campaign launches with television ads airing in November on ABC, Animal Planet, BBCA, Bravo, Cooking Channel, Destination America, Discovery Channel, DIY, E!, Food Network, FX, HGTV, IFC, National Geographic Channel, Nat Geo Wild, Oxygen, Science Channel, Style, SyFy, TLC and Travel.
Digital advertising will appear on Millennial Media, PayPal Media, SocialCode, Wired, CNET, Real Simple, Imaging Resource, Yahoo!, AOL, Magnetic, RadiumOne, MaxPoint, AT&T AdWorks, YuMe, ValueClick and OwnerIQ.
The campaign will also be supported by Olympus social-media channels.
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