FREE
FL-14 FLASH with any PEN kit
Buy an Olympus E-P1 and get a FL-14 FREE OF CHARGE. Promotion period: 15/12/09–31/01/10.
+
Customers claim via redemption. See www.olympus.co.uk for details.
Olympus E-P1. Not an SLR. Not a Compact. It’s a PEN.
WRITE MORE BUSINESS WITH THE PEN A distinctive sexy camera and massive stand out TV and press campaign: make the most of it In almost all markets nowadays there are too many products for the customer to choose from. Too many that are virtually identical so why should they buy one over the other – all too often the answer is price. Our job at Olympus is first to try and develop distinctive, desirable products and then to tell the buying public all about them. Actually, it is not that simple. Amongst the 1000’s of cameras there are quite a few that come into that category and how many magazines, TV Shows and websites are there telling people about them? Answer: almost as many as there are products. So we have to go one step further. We have to create an emotional bond to our brand and specifically in this case to the PEN. We will make people want a PEN. That is our job.
WE WILL MAKE PEOPLE WANT A PEN. THAT IS OUR JOB.
“The price is now even more attractive, it is now 100% available to direct accounts of course or via distribution on 24 hour delivery and the various kit and colour combinations are now fully available. We have striking now POS to complement the TV and Press ads, so come on and let’s make it happen.” Peter Duddridge – Head of Sales
“Film buffs may know that Spacey has already won two Oscars, been in numerous memorable films including: The Usual Suspects, American Beauty and L.A. Confidential and currently runs the Old Vic Theatre in London. He can be seen in cinemas now in “The Men Who Stare at Goats” alongside George Clooney.” Mark Thackara – National Marketing Manager
In this special insert we will give some hints on how we are doing that but we cannot do it alone. When the customer comes in to see you and get their hands on this unique camera they sometimes need that final nudge. They need that final affirmation that they have made the right choice. The PEN is different: the PEN is European Camera of the Year. Remember that, cast aside any preconceptions and enthuse over its charms. Overleaf we look at the pros and cons head on and give you the information you need to convert every enquiry to a sale.
He represents the vast majority of normal people who simply want to take a great photograph, not marry their gear!
The PEN is different: The PEN is European Camera of the Year
competition FIND THE ’EASTER EGG’
Don’t be a tourist ...it is not ALL about Kevin Spacey portrays a man who wants more from his photography than tourist snaps but does not want all the “geeky” kit often associated with so called serious photography. He represents the vast majority of normal people who simply want to take a great photograph, not marry their gear. The creative is designed to highlight the new category created by the PEN camera and to show Olympus as the brand to aspire to. “Don’t be a tourist” sounds like we are cutting off our noses a bit, I mean tourists are walking cameras but let’s credit people with a little intelligence and besides, most people do not see themselves as tourists. That is certainly true of our
target audience and let’s get things straight on targeting. It used to be a good game to play at consumer photo shows betting on the camera brand visitors would have before you saw the camera. You could often tell from quite a distance. In some cases there was a direct correlation between a user’s mass and the length (or brevity) of the brand name – we will say no more. Our target with PEN is the discerning, well off creatively motivated adult. They want to take better images but want minimal fuss. They are certainly influenced by design. That is why we have done something very different to the usual list of features scene in tech ads.
Those of you who are at home on the web may know what an ‘Easter Egg’ is. It is a hidden piece of content within a website designed to get people talking on forums and blogs, swapping the hidden key that will open the content. Trouble is you upset the whole community if it is not downloadable. So tough. This is only available as a stream. Tell us the name of the If you go to PEN landing page American City on the on www.olympus.co.uk, find the interviewers Sweatshirt and button featuring Kevin Spacey and you could win £200 in click through to the special page SuperCheques! that includes all the ads and the Just email the answer to behind the scenes film (or use the url below). While one of the videos press.office@olympus.co.uk by 24th December and we will is running on this page hold down announce the winner in ‘P’ ‘E’ ‘N’ and SHIFT keys you will January. get the chance to see hidden interview with Spacey.
The spots are directed by Duncan Jones who has been in the industry headlines recently for his critically acclaimed film Moon which came out on DVD the same day our ads broke. Jones, son of rock legend David Bowie, has honed his film making skills on commercials and brings a cinematic feel to the ads which will stand out amongst the brash, noisy mess that is the normal commercial break. Think this sounds like poncy ad-land speak – judge for yourselves!
THINK THIS SOUNDS LIKE PONCY AD-LAND SPEAK – JUDGE FOR YOURSELVES!
http://www.olympus.co.uk/consumer/22521.htm
Olympus E-P1. Not an SLR. Not a Compact. It’s a PEN.
BLUFFERS GUIDE Need a few reminders on why the PEN is a great choice? – see our top hints below on what you can say to customers who come and say “Can I have look at Kevin Spacey’s camera”
WE NOT ONLY LOOK AT JUST THE BENEFITS BUT ANSWER SOME OF THE COMMON QUESTIONS
DID YOU KNOW? 1. The sensor is the same as the one used in the E System SLR’s ensuring excellent image quality. Size matters here: it is much much bigger than a compact sensor so that every pixel takes in more light. 2. Steel and aluminium body for real top quality build and feel. You have to handle it to believe it.
ART FILTERS Spend less time at your computer and bring the fun back into photography with Art Filters
3. You really can pick the PEN up, put it on iAuto and get great results even if you have only ever used a compact. You can even choose a menu system that looks more like a compact. 4. Flexibility – as you get more confident or if you have had an SLR in the past, the E-P1 can grow with you. Add lenses and flashes as you want. Change the menus, alter virtually every setting – it is all there. 5. There are two lenses now, two more Micro FourThirds on the way in 2010 (a 9-18mm and 40-150mm – see below for the equivalents). Any MicroFourThirds lenses from other manufacturers can be used too and adapters allow you to use standard E-System lenses (over 20 to choose from), old Olympus OM lenses with manual focus and there are 3rd party adapters that will let you use a host of other lenses. 6. IS in the body. Mechanical Image Stabilisation is built into the body and can compensate for around 4 EV – that means you can use a much slower shutter speed with less shake. It will work with any lens - even older OM ones! 7. It really will go in a coat pocket but is still a good size to hold. 8. The first and still the best dust reduction system is on board – SSWF. Change lenses whenever you like – dust will not be an issue. 9. Great images straight from the camera. Some people prefer to use RAW images that require “processing” on a PC but Olympus jpg’s are the best in the business. For a straight from the camera file, no one does it better. Our TruePic V image engine ensure the cleanest files around. 10. Don’t forget the video! HD video with uncompressed top quality sound. The files are larger than some other cameras but ours can be read and edited by any standard computer without the need for proprietary software required with many video formats – so treat yourself to another SD card – memory is better value than ever. 11. Check out the LCD. Be careful not to mix headline resolution with performance. This Hypercrystal 3 LCD is viewable even in bright daylight and from almost any angle. Who needs a viewfinder! 12. Low light: the sensor, image engine and noise reduction allow you to shoot up to 6400 ISO. If a flash is essential there is the FL-14 (available FREE via redemption with any E-P1 kit until 31/10/10) or set the camera to manual and use almost any auto flash.
Pop Art
Pale & Light Colour
Grainy Film
Pin Hole
Pop Art Soft Focus Pale & Light Colour Light Tone Grainy Film Pin Hole
Light Tone
Soft Focus
Emphasizes colours and creates bright, vibrant images with a pop-art tone Gives images a light, ethereal look and evokes a dreamy, mystical mood Utilises muted colour tonalities to create a mood of reflection and nostalgia Subdues highlights and shadows to reflect the ambience of a perfectly illuminated scene Recreates the rich, grainy look and tonality of black & white photography, imparting a dramatic feel to images Reproduces the peripheral vignetting and unique colour tone of photos taken with a pin hole camera
awards MULTIPLE THE FOCAL LENGTH OF FOURTHIRDS & MICRO FOURTHIRDS LENSES TIMES 2 TO GET THE 35MM EQUIVALENT. A 40-150mm FourThirds lens is actually 80-300mm. That is one reason FourThirds and Micro FourThirds cameras are so popular with anyone travelling a lot. The lenses are so much smaller and lighter than the equivalents from many competitors
What about the E-P2? It is around £300 more expensive and will not be available until Mid Jan. Plus the E-P1 is the original and the first classic new digital PEN – a collectors item in years to come.
FREE
Available kits
FL-14 FLASH with any PEN kit
E-P1 body (Silver or White)
E-P1 body (Silver) + M.ZUIKO DIGITAL 17mm 1:2.8 Pancake lens
E-P1 body (White) + M.ZUIKO DIGITAL 17mm 1:2.8 Pancake lens
E-P1 body (Silver) + M.ZUIKO DIGITAL ED 14-42mm 1:3.5-5.6 (Black)
E-P1 body (White) + M.ZUIKO DIGITAL ED 14-42mm 1:3.5-5.6 (Silver)
E-P1 body (Silver) + M.ZUIKO DIGITAL ED 14-42mm 1:3.5-5.6 (Silver) + M.ZUIKO DIGITAL 17mm 1:2.8 Pancake lens + VF-1 Optical viewfinder for 17mm Pancake lens
Buy an Olympus E-P1 and get a FL-14 FREE OF CHARGE. Promotion period: 15/12/09–31/01/10. Customers claim via redemption. See www.olympus.co.uk for details.
E-P1 body (Silver) + M.ZUIKO DIGITAL ED 14-42mm 1:3.5-5.6 (Silver)
E-P1 body (White) + M.ZUIKO DIGITAL ED 14-42mm 1:3.5-5.6 (Silver) + M.ZUIKO DIGITAL 17mm 1:2.8 Pancake lens + VF-1 Optical viewfinder for 17mm Pancake lens
Lenses & Converters
34mm (equiv. 35mm) M.ZUIKO DIGITAL 17mm 1:2.8 Pancake
28-48mm (equiv. 35mm) M.ZUIKO DIGITAL ED 14-42mm 1:3.5-5.6 (Silver)
28-48mm (equiv. 35mm) M.ZUIKO DIGITAL ED 14-42mm 1:3.5-5.6 (Black)
MF-2 OM Adapter Micro Four Thirds adapter for OM lenses
MMF-1 Four Thirds Adapter Micro Four Thirds adapter for Four Thirds lenses
Bags and Neckstraps
CS-10B Brown Body Jacket
CS-10B White Body Jacket
CSS-S109 LL Brown long leather strap
Viewing Tools
Flash Systems
VF-1 Detachable Micro Four Thirds View Finder For the M.ZUIKO DIGITAL 17mm 1:2.8 Pancake lens
FL-14 Flash designed for Micro Four Thirds
CSS-S109 LL Brown long leather strap
Micro Four Thirds Retro Bag
Olympus E-P1. Not an SLR. Not a Compact. It’s a PEN.