Pentax - "Adventure Is Everywhere"
Integrated Campaign
T1M's Contribution:
AnalyticsCreative
Media
Strategy
Technology
User Experience
Awards:
iMedia "Campaign of the Year" Finalist
Challenge
Coming off of the exciting PENTAX Optio W90 campaign, "The Most Adventurous Friend You Know," we wanted to keep the momentum going with the release of the PENTAX Optio WG-1, the more rugged, adventure-proof "brother" of the W90. The goal of the Optio WG-1 campaign was to keep the adventure motif alive, but also to differentiate it from the W90 by demonstrating the new capabilities and features of the WG-1.
We created a manifesto for this campaign that provoked people to get out of their daily routines and experience life by reminding them, "Adventure is Everywhere." The manifesto, which reads, "I will not be confined by cubicles or commutes. I will not let bad weather stand in my way. I will discover new ways to explore life. I will be adventurous every day" encompasses an urban adventure tone/feel.
Result
T1M tackled this campaign in two phases. Each phase consisted of a combination of digital media, print, and integrated digital and environmental tactics. Phase one started with a teaser campaign to get the audience excited about the camera and began to show more about the manifesto. It included an initial teaser phase which utilized a combination of rich, mobile and social ad units and for the second half of the campaign we also integrated video ad units, print and guerilla environmental tactics for additional reach, and more focused product differentiation messaging. Phase two also included a full page tablet ad in Wired Magazine and placement in Wired’s coveted holiday store in Times Square.
Phase two elements also complimented sponsorship efforts with Backpackers’s Get Out More Tour and local marathons in Boston, Denver, Las Vegas, Los Angeles, New York and San Diego. Each event brought the manifesto to life via camera loan programs and photo contests, demonstration labs, product giveaways, 3D chalk art and wild postings.
We were able to produce a diverse, high impact campaign with a carefully planned set of creative assets. This kept production costs low and provided more flexibility to afford buzz worthy media placements. The six month campaign yielded,
- 65M+ impressions
- Average Clickthrough rate (CTR) of .30%, 2x that of the industry's
- 9.7% Interactive Rate on roadblock and wallpaper, compared to industry of 7.3$
- Overall Improved CTR and time spent from previous campaign year
Link:
http://www.pentaxadventure.com/
Coming off of the exciting PENTAX Optio W90 campaign, "The Most Adventurous Friend You Know," we wanted to keep the momentum going with the release of the PENTAX Optio WG-1, the more rugged, adventure-proof "brother" of the W90. The goal of the Optio WG-1 campaign was to keep the adventure motif alive, but also to differentiate it from the W90 by demonstrating the new capabilities and features of the WG-1.
We created a manifesto for this campaign that provoked people to get out of their daily routines and experience life by reminding them, "Adventure is Everywhere." The manifesto, which reads, "I will not be confined by cubicles or commutes. I will not let bad weather stand in my way. I will discover new ways to explore life. I will be adventurous every day" encompasses an urban adventure tone/feel.
Result
T1M tackled this campaign in two phases. Each phase consisted of a combination of digital media, print, and integrated digital and environmental tactics. Phase one started with a teaser campaign to get the audience excited about the camera and began to show more about the manifesto. It included an initial teaser phase which utilized a combination of rich, mobile and social ad units and for the second half of the campaign we also integrated video ad units, print and guerilla environmental tactics for additional reach, and more focused product differentiation messaging. Phase two also included a full page tablet ad in Wired Magazine and placement in Wired’s coveted holiday store in Times Square.
Phase two elements also complimented sponsorship efforts with Backpackers’s Get Out More Tour and local marathons in Boston, Denver, Las Vegas, Los Angeles, New York and San Diego. Each event brought the manifesto to life via camera loan programs and photo contests, demonstration labs, product giveaways, 3D chalk art and wild postings.
We were able to produce a diverse, high impact campaign with a carefully planned set of creative assets. This kept production costs low and provided more flexibility to afford buzz worthy media placements. The six month campaign yielded,
- 65M+ impressions
- Average Clickthrough rate (CTR) of .30%, 2x that of the industry's
- 9.7% Interactive Rate on roadblock and wallpaper, compared to industry of 7.3$
- Overall Improved CTR and time spent from previous campaign year
Link:
http://www.pentaxadventure.com/
info@the1stmovement.com