The Brief

Olympus owns the waterproof camera category but the challenge was to keep the brand fresh in consumers’ minds. For the launch of our latest 1050SW waterproof model, we asked ourselves. Why sell the camera only in camera shops? Why not sell an underwater camera, underwater?

Creative Execution

The Underwater Camera Shop took many swimmers by surprise. Consumers had a good time having their pictures taken underwater. It’s a great way for the brand to get noticed and reinforce its status as a tough camera.

Describe the creative solution to the brief/objective.

In various swimming pools around the country, we set up a camera shop – underwater! It was a stunt that took swimmers by surprise! The Olympus Underwater Camera Shop came complete with an underwater salesman. A showcase containing the camera in 3 available colours. And point-of-sale material. Finally, a shop that showed potential buyers the real capabilities of our waterproof camera. We even gave out leaflets for an exclusive promotion that was only available underwater.

Results

The Olympus Underwater Camera Shop didn’t just pop up in other public pools but also in newspapers and on TV, further strengthening Olympus’ position as the brand for waterproof cameras. Today, Olympus continues to dominate the waterproof camera segment with a 99% market share.