The teaser campaign, developed by PHD in partnership with Fly FM, aims to generate word of mouth publicity leading up to the launch of the Olympus PEN E-P1, a digital compact and DSLR camera. Eugene Chan, senior brand development manager, Olympus Malaysia said the teaser campaign was the first time his company had combined radio and online as core communication channels.
For the past two weeks, Malaysians have listened to the ‘Big camera debate’ on Fly FM’s Pagi Show, where popular DJs launch into daily debates on compact and DSLR cameras.
“The format in which we have taken the campaign out is a great example of how buzz marketing and user-generated content can powerfully engage today’s difficult-to-influence consumers. There’s no better way to generate buzz than a debate on radio to create the ‘talk-of-the-town’ effect to highlight the product’s unique propositions,” said CK Law, general manager at PHD Malaysia.
To integrate both on and offline publicity, a dedicated microsite, featuring a forum and video content, was created to draw consumers.
