The campaign, developed by Korean advertising agency LG Ad, features Korean actress Ji-hyun Jeon, best known for her role in the film My Sassy Girl, which played in regional cinemas. According to Olympus Hong Kong and China imaging business division general manager Connie Wong, Jeon is an icon for today's cosmopolitan women -- epitomising qualities such as beauty, youth, energy, courage, independence and friendliness, which women aspire to and men appreciate.
The campaign, titled 'My digital story', targets customers from their 20s to early 40s, and demonstrates that digital cameras are no longer simply functional in nature, but have evolved more personalised features. In short, digital cameras are similar to a diary, in which people record emotions, and return to the occasion by turning the page, as in a 'digital story', to relive happy moments.
Olympus is a leading brand in the digital camera market, but analysts said its global share has fallen by between one to two per cent over the past year. "It is a smart strategy for the brand to rethink its product line-up," one analyst said.
Korean celebrity fronts Olympus' $13m campaign
Digital camera maker Olympus has kicked off a HK$100 million (US$13 million) celebrity-backed advertising campaign to launch its AZ-1 compact digital camera.