Olympus tries prayer to sell i Zoom cameras

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Olympus America is pushing a new "worry free" brand positioning for its i Zoom line of Advanced Photo System cameras with a new campaign from Kirshenbaum Bond & Partners, New York.

A print ad broke in the May issue of Better Homes & Gardens and will expand to other national consumer magazines, including Martha Stewart Living and Newsweek, in June issues. The ad features a female angel with long, flowing hair and white wings snapping a picture with the Olympus i Zoom 2000, the newest camera in the series. The tagline is: "Now you don't have to pray for great pictures."

Bill Oberlander, managing partner-executive creative director at Kirshenbaum, said the prayer concept was a natural extension of the simple and easy idea, and that the angel image is "aspirational, stylish and captivating."

NEW POSITIONING

The camera maker changed its positioning--which previously reflected the industry's focus on the ergonomic design of cameras--to address a wider range of consumer needs, including ease of use and style, said Mark Huggins, product manager for APS cameras at Olympus.

"We don't want you to be so worried about capturing the moment that you miss the moment," he said, adding that the worry-free concept fits with the characteristics of APS cameras--including drop-in film loading and multiple print sizes.

The campaign features all three cameras in the i Zoom line, showcasing the new, retro-looking i Zoom 2000, which is the lowest-price product in the series with an advertised price of $149. The i Zoom 60 and i Zoom 75 are advertised at $199 and $249, respectively. All cameras fit in a pocket, have a multifunction flash and red eye-reduction capabilities.

The print campaign is supported by in-store displays at more than 1,000 specialty camera stores where i Zoom cameras are sold. A sweepstakes with a grand prize of $10,000 can be entered through mail-in forms, available at point of purchase, or online at www.olympusamerica.com/worry-free.

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