Thornwood, NY—Zeiss launched an integrated 360º communications campaign for the Zeiss Batis lens family. The goal of the Zeiss communication campaign is to describe what the Zeiss Look is all about. “Photographers often speak passionately about the ‘Zeiss Look’ when describing what makes the photos captured with Zeiss lenses so special,” explained Björn Pados, product manager, Camera Lenses, at Zeiss Consumer Products.
The new communication program will demonstrate how the unique look is created. It also explains what special technical features of Zeiss lenses help photographers capture the distinct look. Moreover, the campaign, which launched last month, is complemented by a dedicated website. The website is live at zeiss.com/batis.
The Zeiss Batis lens family was developed specifically for mirrorless full-frame cameras from Sony (Alpha a7 and Alpha a9 series). Moreover, it is compatible with all E-mount cameras. The line features five lightweight lenses with focal lengths from 18mm to 135mm.
“The Zeiss Look has often come up in discussions we’ve had with our customers and with photographers,” added Pados. “That’s why we want to use this new campaign to explore and demonstrate what makes this look so special. We sat down with our Zeiss experts and summarized the key factors and discussed what it all means for our users.”
Pados believes the following aspects set the Zeiss Look apart: “its exceptional image definition; natural colors; and 3D pop effect.” That effect enables photographers to separate the object from its blurred foreground or background when focusing.
Zeiss Communication Campaign
At the heart of the campaign is a film that follows British travel and landscape photographer Ed Norton as he journeys to Marrakech. In it, Norton explains what he feels distinguishes the Zeiss Look.
The quality and colors of his images transport people to the Moroccan city and its surroundings. In the film, Johannes Zellner, scientist and director of Systems Design at Zeiss Consumer Products, also discusses the technical requirements that make the look what it is. 
These features include a combination of the Zeiss T* multilayer coating and the high-transmission lenses that reproduce natural colors. “This campaign is the first time that we’re demonstrating how our technology and our years of experience in lens development are helping photographers bring their creative visions to life using Zeiss lenses,” said Pados.
Moreover, to address customers directly, the film and short versions of it are posted to social media alongside supporting material. In addition, there is a dedicated campaign website. There are also online ads, publications on blogs, POS materials, a retailer folder and elements for a new trade fair booth.
