Center Valley, PA—To demonstrate that seeing is believing, the Olympus Pen E-PL1 both shoots and stars in a new, integrated multimedia strategy featuring television, print and online advertising.
Designed for consumers wanting a camera with the still image quality of a DSLR and HD video capabilities in a compact body that’s as easy to use as a point and shoot, the E-PL1 employs an image sensor found in Olympus DSLRs that is approximately eight times larger than those in standard point-and-shoot cameras. And, it adds the use of interchangeable lenses, a built-in pop-up flash and in-camera creative features.
During testing with consumers nationwide, it became clear they wanted proof that the Pen is capable of Olympus’s promises. The message “Look What You Can Do” resonated most with them and is now the ad campaign’s theme.
“More than just a message, ‘Look What You Can Do’ is a call to action for consumers to try the Pen to create amazing still images and videos. Once you’ve seen the incredible HD quality of the TV spot, and the brilliance of the print ads, it may surprise you to learn that they were shot with a camera that costs hundreds, not thousands of dollars,” said Mark Huggins, executive director, Brand Marketing, Olympus Imaging America. “A camera designed for a beginner, yet able to shoot video and still images that only professionals could take in the past, has captured all of the creative content in our ad campaign. This truly demonstrates the incredible capabilities of this product.”
In the commercial, a woman explains all the capabilities of the new Pen while walking through an urban landscape while an array of extraordinary photo opportunities happen around her. At the end of the commercial, she reveals the most amazing thing about the camera—the entire commercial was filmed with one.
To capture the television spot, the director of photography used several lenses with the interchangeable-lens camera to get just the right look for the ad. “We had up to four Pen cameras in different positions rolling at all times and it was very exciting,” said Michael Ancevic, SVP, group creative director at Mullen, the agency that worked with Olympus on the campaign.
The TV ads can be seen on CBS, Bravo, Comedy Central, Discovery, Discovery HD, E!, G4, HGTV, History, Nat Geo, Nat Geo Wild, Science Channel, Style, SyFy and Travel networks, or viewed online at youtube.com/getolympus.