The site is based around a fictional Caucasian couple, Josh and Kim, and the photographs taken with the cameras on a visit to Beijing. Johannes Faeth, global interactive creative director at Cheil Worldwide, who developed the campaign, explained that the young couple provided a vehicle for the promotion of both cameras: ‘Josh’ uses the higher spec 550, while ‘Kim’ uses the 500.
Visitors to the site are invited to view images taken with the cameras on Flickr, which is accessible via the website; Users of the camera are also encouraged to upload their own photography onto Flickr through the ‘Samsung Photo Community’.
The site also demonstrates the cameras’ features, such as the wide-angle zoom lens, in an interactive 3-dimensional ‘showroom’.
Faeth stated that the main challenge in developing the campaign had been marketing both cameras simultaneously. He said that western models had been chosen to appeal to the European market, adding that Beijing was a popular destination among the target audience of young professionals with an appreciation of good quality photography.
The camera is designed to function as an easy to use point-and-shoot device, while allowing users to compose relatively artistic shots.
