Pentax - "The Most Adventurous Friend You Know"
Integrated Campaign
T1M's Contribution:
AnalyticsCreative
Media
Strategy
Technology
User Experience
Challenge:
As Digital Agency of Record for PENTAX Imaging Company, The1stMovement was asked to meet the challenge of several new product releases in 2010 and beyond. With the launch of the impressive Optio W90, T1M gave the camera a brand personality all its own. The goal was a campaign communicating the camera's essence, its character, and unique features.
To suit the camera's versatility, we launched a multi-platform media attack, capitalizing on digital as well as traditional advertising. Tactics included out of home (OOH), print and online media, integrated digital tactics, pay per click, and much more.
Result:
T1M brought the W90 to life by developing "The Most Adventurous Friend You Know" campaign. We constructed a personality for the camera, featuring it as "The Most Adventurous Friend You Know," spattered with mud, submerged in water, and dropped from great heights.
The campaign encourages consumers to live deeply by challenging their comfort zone with their trusted mud-proof, water-proof, dust-proof, and shock-proof W90. In less than 2 months, T1M integrated multiple digital channels, including a major upgrade to their US official site. We constructed rich media banner ads and leveraged several social media communities in a targeted pay-per-click campaign, as well as connecting their established Facebook community with the PENTAX Optio W90 Facebook MUDFIGHT! Game Challenge Sweepstakes. Traditional tactics included digital billboards, train wraps and point of purchase displays in select markets.
Overall, the campaign has served 16MM+ impressions across 8 sites with a click through rate of .20% (twice the national norm) and yielded a total conversion rate of .17%. OOH and POP results also exceeded expectations in both Minneapolis and New York City markets.
As Digital Agency of Record for PENTAX Imaging Company, The1stMovement was asked to meet the challenge of several new product releases in 2010 and beyond. With the launch of the impressive Optio W90, T1M gave the camera a brand personality all its own. The goal was a campaign communicating the camera's essence, its character, and unique features.
To suit the camera's versatility, we launched a multi-platform media attack, capitalizing on digital as well as traditional advertising. Tactics included out of home (OOH), print and online media, integrated digital tactics, pay per click, and much more.
Result:
T1M brought the W90 to life by developing "The Most Adventurous Friend You Know" campaign. We constructed a personality for the camera, featuring it as "The Most Adventurous Friend You Know," spattered with mud, submerged in water, and dropped from great heights.
The campaign encourages consumers to live deeply by challenging their comfort zone with their trusted mud-proof, water-proof, dust-proof, and shock-proof W90. In less than 2 months, T1M integrated multiple digital channels, including a major upgrade to their US official site. We constructed rich media banner ads and leveraged several social media communities in a targeted pay-per-click campaign, as well as connecting their established Facebook community with the PENTAX Optio W90 Facebook MUDFIGHT! Game Challenge Sweepstakes. Traditional tactics included digital billboards, train wraps and point of purchase displays in select markets.
Overall, the campaign has served 16MM+ impressions across 8 sites with a click through rate of .20% (twice the national norm) and yielded a total conversion rate of .17%. OOH and POP results also exceeded expectations in both Minneapolis and New York City markets.
info@the1stmovement.com