To position Olympus’s SP-570 as the superior panoramic camera in the market place.

We see an image of a basketball player with his hands in the air. Once the envelope is opened, the photograph unfolds into a surprisingly ever-expanding image, spanning across the length of a full size basketball court revealing the outcome of the basketball shot.

The communication piece was a simple hands-on demonstration.It was an innovative and enticing way to attract consumers to trial the SP-570. This allowed them to find out more about the camera and what it could achieve in comparison to other cameras. In turn, the live demonstration increased product awareness and helped contribute towards one of Olympus’s most successful product feature launches to date. The SP-570 is now quickly gaining market share.