“proof” Is In The New Olympus Campaign

[tspore]

Deutsch NY’s Campaign Entices Consumers to Test the Performance and Durability of Olympus Stylus® SW and E-System Cameras.


©Olympus Imaging America

October 16, 2008 – NEW YORK – Deutsch NY today launched a new marketing campaign for Olympus Imaging America Inc. called “Proofs” that encourages consumers to use Olympus cameras to capture brilliant images in some of the world’s most challenging environments and situations – whether that’s around the kitchen table or in Antarctica.

The campaign brings to life the company’s “Capture It All®” tagline through captivating visuals, proving the incredible performance of Olympus Stylus SW digital compact cameras and E-System Digital SLR (single lens reflex) cameras that take amazing images and can go where other cameras fear to tread.

The shockproof, waterproof, crushproof and freezeproof nature of the Olympus Stylus 1030 SW was the inspiration behind the Proofs campaign. “With its amazing toughness, we feel that the Stylus SW series is essentially lifeproof,” said Mark Huggins, executive director, Brand Marketing, Olympus Imaging America Inc. “This core brand attribute extends to Olympus E-System DSLR models like the E-3, which has the world’s fastest autofocus when coupled with the 12-60mm lens1, a durable all-weather body, and in-camera image stabilization so it can capture great images in tough conditions.”

Continues in post 2 of this thread.

[tspore]

The campaign establishes a big style and personality that demonstrates the Olympus brand. Each advertisement highlights a specific proof that tells the story of the cameras and also communicates their excellent image quality. The Stylus SW creatives showcase situations that are typical for Stylus SW users and where traditional camera owners would wince. The E-System ads feature vibrant imagery captured by Olympus Visionary pro photographers using the company’s flagship E-3 camera, inspiring photography enthusiasts and proving the camera’s extreme durability and amazing image quality.

©Olympus Imaging America

Two print ads for the Stylus SW Series bring humor and drama together to prove the unique benefits of the line. One entitled “Blastoffproof” shows a young boy in a kitchen ready to launch a Stylus SW camera on a spatula catapult, demonstrating its shockproof design. Another entitled “Geronimoproof” shows a couple jumping from a cliff into the water below and holding/carrying a Stylus SW, demonstrating the camera’s waterproof durability.


©Olympus Imaging America
“Parents with young kids will appreciate the cringe-inducing image of a child attempting to launch a digital camera into orbit,” said Morgan Carroll, senior vice president/group creative director, Deutsch NY. “Of course the Olympus Stylus SW models featured in this campaign can actually withstand the inevitable crash landing because they’re designed to endure life’s everyday adventures.”

The campaign incorporates key benefits, including speed and its dustproof and splashproof characteristics, to promote the Olympus E-System DSLR cameras and lenses. Two ads emphasize that the E-3 has the world’s fastest autofocus and pushes the limits of what can be captured. One labeled “Gotawayproof” shows a seal in Antarctica poking its head through the surface of freezing waters for an instant. The image was taken by Jay Dickman, an award-winning photographer who has shot for National Geographic and uses the Olympus E-3 in his work as a member of the esteemed group of Olympus Visionary pro photographers. Another Visionary, Jay Kinghorn, captured an image of a fast-moving water skier with the word “Fullthrottleproof” featured prominently on the ad.

The E-3 and other E-System DSLR cameras and lenses will star in engaging online media banners on sites such as PopPhoto.com, DPReview.com, and Amazon.com, driving consumers to an interactive mini-site http://www.getolympus.com.

The Proofs campaign begins in October and will target consumers making purchases in the peak fall/winter buying season. Reaching specific targets, the ads will appear in men’s and women’s lifestyle, general interest, travel, parenting and photo magazines, including People, Sports Illustrated, ESPN Magazine, National Geographic Traveler, Outside, Real Simple, Popular Photography & Imaging, Outdoor Photographer, Parenting Magazine, and Baby Talk among other titles. The campaign is proof that Olympus let’s you capture it all, especially great pictures.

©Olympus Imaging America

[tspore]

Really I am very excited to see Olympus America get serious about advertising their great products. I saw the Antarctic ad (from Jay Dickman) in the November/December issue of American Photo. It is very refreshing.

Kudos to Olympus.

[srf4real]

I'm not sure if I want the rest of the world to know how good we have it, Tony... gotta keep it hard on the competition!

People look at me like I'm insane shooting that 'fancy camera' knee to waist deep in crashing surf ha ha. But the shots are unique in perspective, with the quality of a dslr!

[tspore]

Awesome photo Rob.

[gregmacg]

Originally Posted by tspore

Really I am very excited to see Olympus America get serious about advertising their great products. I saw the Antarctic ad (from Jay Dickman) in the November/December issue of American Photo. It is very refreshing.

Kudos to Olympus.

Tony,

I was contacted by Olympus just this week about this new advertising. They are featuring one of my gallery photos in their ads for the E-520. Below is how the ad will appear on the new web site. They mentioned I would receive proper credit, I guess they mean my name on the ad page.

[tspore]

Really a cool shot. Good going Greg.

[jtangen]

I recently had my E3 become completely submerged in water at the ocean with sand in every hinge, button and dial. Another rinsing with fresh water at home and the camera is fine.

[srf4real]

Originally Posted by jtangen

I recently had my E3 become completely submerged in water at the ocean with sand in every hinge, button and dial. Another rinsing with fresh water at home and the camera is fine.

That is bad to the bone. Can't wait for my E-3!

[SkyWriter]

Rob -

Stunning composition!
A new perspective? Yes, indeed!
Also, terrific dynamic range.
I can't wait 'til you get your E-3 either.

-leon

[Steve Adams]

A photo of me is their next one....and its idiotproof!

ha ha!

Love the new ads. I noticed here in canada, that olympus is now sponosoring sportscenter on TSN! yeah oly!

[tspore]

Olympus has up the new ad on the "getolympus" website -
http://www.getolympus.com/index.asp?cid=5

[jap]

Originally Posted by jtangen

I recently had my E3 become completely submerged in water at the ocean with sand in every hinge, button and dial. Another rinsing with fresh water at home and the camera is fine.

This is why it is difficult for me to consider anything less than Olympus' pro bodies. I remember getting drenched in a sudden downpour in Saint Kitts (West Indies in the Caribbean Sea) with my OM4. My camera emerged totally unscathed from that experience. I never had any fear of employing my Oly pro bodies around West Indian/Floridian beaches because they were so well protected.

However, the electronics of newer digital bodies appear to be even more sensitive to the assault of debris like sand, salt, moisture, etc. Although I really approve of some of the new features in Oly's new bodies (e.g., E30), I would prefer to wait until those features were introduced in a pro body with its attendant weather sealing. My cameras are going to be employed in hostile environments.

[davidh202]

I think that's great but would really like to see some TV ads, short and to the point as the print ads are.
It would almost be a subliminal hint to the general public who don't read the photo and other mags.
I know Tv is expensive but it would capture the greatest audience and really get the general public know that Canon,and Astin Kutcher and his Nikon are not the only game in town!
David

[jkrumm]

Anyone try uploading? I had to send in "Glacierproof" of course, and it worked, but my other proofs don't work. Keep getting a server error.

[NrthrnHrse]

I uploaded one of my motocross pics. I think it went through.

[srf4real]

I was at the hugest surf contest event of the year in Cocoa Beach a couple weeks ago
with new E-3 and 50-200 SWD plus EC-14. By the looks of the other photographers, I
was under-gunned (a 600mm f/4 plus t/c was the standard lens used on full frame digital)...

It was so tempting, as I stood at water's edge, to let my gear slip out of my hands
and hit the surf lapping at my knees, then just pick it up and keep shooting! I resisted,
but I was not afraid.

I must also add that after seeing the results of other photogs I know who were not
using Olympus equipment, I feel pretty good about myself and my set-up!