An integrated national rebranding campaign for Pentax launched last month on www.pentaximaging.com. The strategy developed by RPA, an independent advertising agency on the West Coast, communicates Pentax’s invigorated brand positioning – “independent spirits who see the world through a different lens.”
Research revealed that the target audience, photo enthusiasts under 40 who consider themselves advanced amateurs, relies heavily on the Internet to evaluate and shop for cameras and related products – 58 percent of consumers said they would choose the Internet if they had to choose just one method to research their consumer electronics purchase (source: Nielsen Online as cited in press release, July 22, 2008).
“To compete in the crowded camera marketplace, it was critical that we understand how our customers depend on the Internet,” said Ned Bunnell, President of Pentax Imaging Company. “We leveraged our key findings to elevate and revitalize the brand’s digital presence.”
The campaign’s creative look and feel simplifies the brand’s new positioning to “BE INTERESTING.” The tagline has changed the face of all Pentax communications, including brochures, packaging and internal communications. Throughout the digital creative, simple, thought-provoking reminders challenge and encourage the independent spirit; those thoughts are married with bold, iconic images of Pentax products.
“The ‘BE INTERESTING’ direction came from a deep consumer insight we gained while getting to know the Pentax brand and their loyalists. Pentax users, and people who are naturally drawn to the brand, truly are independent spirits. They don’t follow. They decidedly beat their own drum. The campaign’s idea is to celebrate that independent spirit. And tie that spirit directly into Pentax products,” said Jim Real, Associate Creative Director/Copy at RPA.
