The Olympus µ770 is the first digital compact camera that is watertight up to a depth of 10 metres.

Objective 1: Convince consumers of the new opportunities represented by the camera for the market launch.Objective 2: Generate addresses of new users, who will receive proper offers in a later phase.

In the swimming pools of the bäderland chain, Olympus presented the “Olympus Underwater Shooting” event. In 10 swimming pools, photo walls were erected underwater. The visitors could dive down to the walls and take pictures of themselves and friends with the camera. Directly afterwards, the promotion team loaded the photos onto a laptop and sent them to the visitors’ e-mail addresses.

Approximately 54,000 addresses were generated, entered into the Olympus news mailing list and contacted in a follow-up action.In addition, the swimming pool visitors become voluntary product champions, because they forwarded their photos to friends and acquaintances and showed perfectly how much fun can be had with the Olympus µ770.