Pentax knows just about everything there is to know about selling cameras. But when they collaborated with legendary designer Marc Newson to create the New K-01 camera, they realized that was one thing we knew that they didn’t. How to market a high design camera to people who appreciate form as much as function.
We started with a great insight. The K-01 is the only camera that looks as good as the pictures it takes. That lead us to develop a new design for all of the online and offline promotion pieces that was as modern and captivating as the camera itself. Then we supported our digital advertising and sponsored content campaigns with “See and Shoot” experiences, where consumers could get a hands on test drive of the K-01.
“See and Shoot” had a broad reach across the design world. At the International Contemporary Furniture Fair, we placed a booth outside the front doors of the convention entrance, allowing people to learn about the camera and then check one out to photograph the exhibition. After a great day’s experience using the camera, consumers could take home the memory card with all of their images.
We created a similar experience at the The Walker Arts Center in Minneapolis, again allowing people to use the camera and keep the memory card with all of their shots of the Walker’s amazing collection of contemporary art. And, for Mother’s Day, we created a portrait studio at retail boutique Story in New York’s Meatpacking district, where people could have a portrait taken and printed for Mom before checking out a camera for the day. Theses events and the new promotional material helped dramatically increase sales of the K-01.
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