The brief: Create a direct marketing campaign that encourages people to buy the PT-029 underwater case for their new Olympus mju 600 digital compact camera. The solution: We approached Olympus mju 600 owners in the most direct way possible – through a film loaded on each new Olympus mju 600. When the camera is switched on for the first time, the film appears on the camera screen: A threatening shark swims towards the camera and comes closer. And closer. And, suddenly, the shark smiles. A picture is taken and we see the camera in the underwater case. We read: ‘Make your mju waterproof. The PT-029 underwater case.’ As a result, over ten per cent of Olympus mju 600 owners bought an underwater case.
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