| Title | LEGAL LETTERS |
| Brand | OLYMPUS MALAYSIA |
| Product / Service | WS-331M DIGITAL VOICE RECORDER |
| Category | D02. New Product Launch/Re-launch |
| Entrant | BBDO/PROXIMITY MALAYSIA Kuala Lumpur, MALAYSIA |
| Entrant Company: | BBDO/PROXIMITY MALAYSIA Kuala Lumpur, MALAYSIA |
| DM/Advertising Agency: | BBDO/PROXIMITY MALAYSIA Kuala Lumpur, MALAYSIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Ronald Ng | BBDO/Proximity Malaysia | Chief Creative Officer |
| Diana Lim | BBDO/Proximity Malaysia | Art Director |
| Lim Wee Ling | BBDO/Proximity Malaysia | Copywriter |
| Joanne Chow | BBDO/Proximity Malaysia | Copywriter |
To promote the Olympus WS-331M Digital Voice Recorder and highlight its Advanced Noise Reduction technology.
To highlight the Advanced Noise Reduction technology, we played on every journalist's greatest fear- misquotations. At the end of each 'legal letter', we explained that misquotations and legal woes could be avoided if they use the Olympus WS-331M Digital Voice Recorder that offers crystal clear recordings. We concluded by offering them a special discount on the WS-331M.
We targeted editors, journalists and online reporters. After all, voice recorders are tools of their trade. First, we looked for published newspaper articles. Then we sent 'legal letters' to the journalists who wrote them and to their editors. The letters alleged that they have misquoted their 'clients' and 'legal action' would be taken against them.
150 'legal letters' were mailed out to key editors and journalists. 63 of the recipients called to ask about the WS-331M. And from the call-backs, 42% bought the package. In total, we exceeded sales expectations by almost 35%! Today, Olympus is a top-of-mind brand for editors and journalists, a key target audience for digital voice recorders.