To illustrate the effect of the new FX55 wide-angle camera, the selected panorama boards were extended on both sides, adding a bit of new horizon to the already majestic views. The headline ran, “The Lumix FX55 with wide-angle", and the entire campaign was launched at a number of much-frequented vantage points in Switzerland where said panorama boards were to be found.

This special promotion, used in combination with more traditional measures, was a vital contributing factor to the significant rise in market share Panasonic posted between January and October 2007, up from 10% to 13%, making it the current number 3 in the market.