Mar 18, 2010

Olympus | Simple | Hong Kong

Olympus' latest campaign in Hong Kong for its Pen E-PL1 camera model shows how simplicity can be beautiful.

Executive creative director Tony Hon of Turn explains that the Pen E-PL1 is in a ‘blue ocean’. Rather than competing with the basic digital camera and the digital single-lens reflex camera (DSLR), Olympus is creating a niche for a new generation of camera users.

Local creative agency, Turn, has positioned the brand as ‘simple is beautiful’. The 'no frills' television commercial and print ads have an earthy tone. The TV ad does not show any colourful photography or busy scenes. Instead, simple pleasures in life are translated into short narrations: a baby that was just born, a kiss and a Sunday afternoon.

Most people are not professional photographers, but more and more are demanding sophisticated photo resolutions. Given pictures are one of the most important elements in social media; quality, easy-to-use and affordable cameras are essential.

The campaign will run across print, outdoor and online. Olympus is targeting young people in their 20s. The campaign will run until May.

Turn Hong Kong has also just launched a campaign for J.P. Morgan yesterday
.





Olympus Pen E-PL1 website
Credits:
Project Simple
Client Olympus Hong Kong & China
Creative agency Turn, Hong Kong
Executive creative director Tony Hon
Creative director Stephen Chan
Art directors Wai Ng, Steven To, Yanny Yuen
Copywriter Jonathan Mak
Agency producer Nicole Chan
Media agency OMD
Director Bowie Yiu
Photographer Hei
Exposure Television, print, outdoor


Related Articles

Just Published

2 hours ago

Women to Watch Greater China 2023: Shengdi Ji, ...

Ji works with brands to break out of the circle in the competitive Chinese market, cultivates conscious brands and educates young consumers while building a young marketing team for the agency.

3 hours ago

Brand Health Check: Will a new name, logo and ...

BRAND HEALTH CHECK: A controversial beverage brand that never lacks new marketing tricks and tactics, will Genki Forest's rebranding to Chi Forest help it compete?

4 hours ago

Reviving Hong Kong tourism, the experiential way ...

A flashy Hello Hong Kong campaign alone will not reboot tourism; consistent storytelling and personalised, embedded travel experiences are required to lure back tourists, writes PHD's Antony Yiu.

5 hours ago

Adobe unveils Firefly, to compensate creators and ...

To be integrated into the existing suite of products, Adobe says Firefly is trained on licensed or out-of-copyright content—and not on work from artists across the internet.