My Best Pitch - Jan08

Who was the client?

Olympus

What was the brief?

They wanted to see our creative ideas for launching their new compact range of cameras, with insight to how an ongoing review and media programme would operate.

What was memorable?

We were surprised to learn that Olympus is the No. 1 selling compact camera brand in Australia, a fact that few people knew or recognised. This gave a real opportunity for us to work with them to build a profile that matched this position.

How did you pull off the process?

We linked the launch with their award-winning advertising campaign for the Tough camera which featured a dog swallowing the ‘water-proof, shock-proof, crush-proof' product. We identified a house on Sydney Harbour to showcase all six new cameras, as well as help position Olympus as a leading manufacturer-and brought along Norm the dog to meet the media.

Who was there?

On their side: Australian MD, Australian marketing director, and their entire marketing team of five.

How did you create the buzz?

Each team member introduced themselves as their ‘photography personality'. From a dormant photographer, to a social-network photographer, a travel photographer and ‘hen-pecked' photographer, we all had the client intrigued by our personalities.

What feedback did you get from the client?

They said it was one of the best presentations they'd ever seen.

What were the results?

We won!

What were the client's metrics on success?

Olympus wanted a team that would help them break into the lifestyle press, an agency with experience and contacts, and that would help them improve their profile and exposure of cameras across the range.

Is there anything you could have done better?

Next time, we will attempt to access the room to make it more visual and capture their hearts from the beginning.

 

Lisa Popplewell

Vice President

Weber Shandwick

Sydney