The TVC, developed by LG-Ad, aims to encourage customers to use digital cameras to store precious memories in order to experience the true value digital cameras offer.
According to Il Suck Bang, president of the Asia block of Olympus Imaging Systems Group, the campaign, titled 'Autumn Lovers', features Korean actress Ji-hyun Jeon, best known for her role in the film My Sassy Girl, in a move to target young Asian consumers.
The TVC depicts "an extraordinary one-day romance"in which Jeon, a cellist, sits on the steps of Montmartre in Paris taking pictures. The wind blows her sheet music away and leads to a chance encounter with a handsome passerby.
Although the company suffered an 88.4 per cent drop in net profit in the second quarter as a result of the falling prices of digital cameras globally, the brand's market share jumped from 15 per cent in 2003 to 17 per cent in 2004.
Olympus has launched different versions of its existing products as part of a strategy to target specific seasons and events. For example, the company unveiled a Ferrari edition of its AZ-1 model during the recent Formula 1 Grand Prix in Shanghai, and introduced an 'Ocean Blue' edition of its Mju 410 digital and Mji 310 digital over the summer.