Together with Olympus, we decided the best way was to put our money where our mouth is – so we did a demonstration of the camera’s features in front of a live audience.

We let the camera thrash about in a washing machine that was filled with water and set to Spin. We then took it out and played back the images and video that was captured to ensure it was still working.Curiosity followed by suspense followed by awe was written clearly on the faces of the consumers.

12 major camera brands vying for share of voice but Olympus caught everyone's attention.Sales mix doubled from 10% in 2006 to 23% in 2007.Recorded demonstration is now being played in camera outlets nationwide.Olympus plans to use this demonstration idea around the world.