The purpose of this campaign is to introduce the Olympus SP 570 UZ, a super zoom camera aimed at serious amateur photographers. The idea behind the campaign is that the camera brings you closer to the things you love. It was executed in print, outdoor, by direct mail, and on the internet.
Print ad for placement in magazines such as sports illustrated.
Print ad for photography enthusiast magazines
An olympus branded, camera shaped facade provides a skin for jumbotrons at stadiums nationwide, further extending the idea that the SP 570 helps you "get closer."
A rock climbing wall in the shape of the long lens of the SP 570 gives people at sporting events and other performances a way to climb above the crowd, getting a better view (effectively "getting closer") to what they came for.
This post purchase mailer provides a small SD card on which users can take pictures using their new camera. The mailer also provides a personal URL where the customer can upload their photos, sharing them with other users.
This personal URL provides ffffound like functionality in which customers who bought the camera can upload their own pictures taken with the SP 570 and see similar photos taken by other users. The photo sharing helps build a community around the camera, showing what kind of results can be achieved with it.
