Olympus Mju-Mini – New Eyes V

Brand Name: Olympus Mju Mini 'New Eyes V'
Advertiser: Olympus Europa GmbH
Agency: FCB Wilkens
Prize: Bronze
Category: Durables


The success of the campaign “New Eyes V” was based on introducing the high-end camera brand Olympus to young and fashionable buyers. Olympus entered the mass market without leaving its classical premium territory. By doing so, Olympus not only increased market shares significantly in an increasingly competitive market place, but also strengthened the core brand values “quality” and “design” (colour and form). This goal was reached by focusing on the most relevant product benefit and presenting it in a very provocative and challenging way. As a result net sales rose by an average +543% in Germany, Spain and UK.