Jenny Chan 陳詠欣
Dec 16, 2011

Olympus repositions XZ-1 camera eight months after launch

HONG KONG - Olympus has embarked on a repositioning campaign for the XZ-1 camera by partnering with creative agency Turn, replacing an earlier project done by TBWA Tequila Hong Kong.

Olympus repositions XZ-1 camera eight months after launch

TBWA Tequila Hong Kong was previously reported as responsible for overseeing above-the-line communications for the launch of a new line of Olympus digital cameras. An older campaign featuring the Olympus XZ-1 model included a 30-second TV commercial that ran throughout March 2011.

Edmond Wong, deputy marketing director of the imaging business division for Olympus in Hong Kong and China, revealed to Campaign the company worked with TBWA on the launch project only. 
 
TBWA previously positioned the Olympus camera as a market leader in digital camera technology, and portrayed users as potential professional photographers. The TVC zoomed in on the camera's  Zuiko lens with an aperture of f/1.8 - the largest aperture one can currently find in a compact-sized camera.
 

However, eight months after the TBWA campaign, Turn has created a new TVC, also based on the  camera's wide f1.8 aperture. Tony Hon, partner of Turn Creative, says the creative concept was a straightforward, Japanese-style approach that was more in line with the overall emotive brand image of Olympus.

He said the new TVC was "honest, to-the-point, and witty", and aimed to sell both the functional aspects of the camera but also an aspirational desire for good-quality photography.

 

Besides the above 20-second TVC, Olympus will also be using print advertising in newspapers and magazines, product leaflets, in-shop POS materials to convey the attributes of the XZ-1 prosumer-level, in which XZ stands for "extreme-extra".

Wong added the new December-to-January campaign is meant to highlight the silver colour and smart lens cap of a special edition of XZ-1, and also to reinforce it being a prosumer-level camera.

Credits:
 
Project: Olympus XZ-1
Agency:  Turn
Creative director:  Tony Hon/ Stephen Chan
Art director:  Yanny Yuen,  Fan Chuen, Diky Szeto
Writer:  Jonathan Mak
Agency producer:  Nicole Chan
Director:  Bowie Yiu
Producer:  Henry Kan
Exposure: Print, outdoor, TV
 

 

 

Source:
Campaign China

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