Olympus repositions XZ-1 camera eight months after launch

TBWA Tequila Hong Kong was previously reported as responsible for overseeing above-the-line communications for the launch of a new line of Olympus digital cameras. An older campaign featuring the Olympus XZ-1 model included a 30-second TV commercial that ran throughout March 2011.

However, eight months after the TBWA campaign, Turn has created a new TVC, also based on the  camera's wide f1.8 aperture. Tony Hon, partner of Turn Creative, says the creative concept was a straightforward, Japanese-style approach that was more in line with the overall emotive brand image of Olympus.

He said the new TVC was "honest, to-the-point, and witty", and aimed to sell both the functional aspects of the camera but also an aspirational desire for good-quality photography.

Besides the above 20-second TVC, Olympus will also be using print advertising in newspapers and magazines, product leaflets, in-shop POS materials to convey the attributes of the XZ-1 prosumer-level, in which XZ stands for "extreme-extra".

Wong added the new December-to-January campaign is meant to highlight the silver colour and smart lens cap of a special edition of XZ-1, and also to reinforce it being a prosumer-level camera.