Trust Your Pictures to a Higher PowerMelville, NYOlympus America Inc. along with marketing partners kirshenbaum bond & partners in New York announced the launch of a national marketing effort designed to introduce the new i Zoom 2000 APS camera to consumers across the country. This fully-integrated campaign features print advertising, in-store displays, consumer sweepstakes and media relations, all focusing on the worry-free aspects of the i Zoom series.
Eye-catching and elegant, the "Angel" concept created by New York agency kirshenbaum bond & partners captures the beauty and simplicity of the i Zoom series of APS cameras. The advertisement features an angel holding the newest addition to the series, the i Zoom 2000, with a copy overlay highlighting the additional cameras in the series, the i Zoom 60 and i Zoom 75. The tagline reads, "Now you don't have to pray for great pictures." The print campaign launched May 9 in Better Home's & Garden, and continues throughout the summer in American lifestyle and business publications such as Martha Stewart Living and Money.
The creative concept supports the i Zoom "no worries" brand positioning-don't worry so much about capturing the moment that you miss the moment. Research shows that consumers' main picture-taking complaints are complicated operations and missed photos. To address these needs, the following features are highlighted: powerful glass zoom lenses, lightweight design, three picture sizes, multifunction flash with red-eye reduction and drop-in loading. So, fear not, for great pictures simply put your faith in Olympus.
The print campaign is bolstered by an aggressive in-store marketing program, which will run through the summer, and incorporates point-of-sale displays featuring the print creative and a $10,000 "no worries" sweepstakes offer. This fully integrated campaign is further fueled by national and local media relations efforts.