SPACE PROJECT
| Client | OLYMPUS CORPORATION |
| Product | OLYMPUS SPACE PROJECT |
| Entrant | GROUND Tokyo, JAPAN |
| Type of Entry | Best Integrated Campaign |
| Category | Best Use of Integrated Media |
| Title | SPACE PROJECT |
| Product/Service | OLYMPUS SPACE PROJECT |
| Entrant Company: | GROUND Tokyo, JAPAN |
| Advertising Agency: | GROUND Tokyo, JAPAN |
| Credits |
| Satoshi Takamatsu |
ground |
Creative Director |
| Keisuke Kayama |
Dentsu Creative X Inc. |
Producer |
| Naoto Nakanishi |
Dentsu Creative X Inc. |
Director |
| Akihiro Okabayashi |
Pict INC. |
Photographer |
| Yasuhiro Ohuchi |
DIGITAL EGG INC. |
Online Editor |
| Masamichi Shigeno |
and music ltd. |
Music |
| Hiroyasu Koizumi |
ART BREAKERS CO. |
Art Design |
Results and Effectiveness:
This project overcame many obstacles - Japanese astronauts had never appeared on private companies TVCM and NASA had never cooperated with the activities of private companies.
As a result, this campaign got great news coverage, and the synergy effect offered by positioning the web as the vessel for all activities successfully generated great consumer interest and augmented recognition for Olympus products.
Creative Execution:
We made use of events, which had great media impact, i.e. space shuttle launch and extended stay at the ISS.
We sent out press releases notifying the various media that a Japanese astronaut will appear on a corporate TVCM for the first time in history.
The TVCM was exclusively aired on Space Day (September 12) and it was also made available on the web. Because it was only aired on TV on Space Day, many consumers accessed the website.
We communicated the entirety of the campaign over a long period of time by introducing the project, providing various information, and updating its progress.
Insights, Strategy and the Idea:
As part of the campaign commemorating the 90th anniversary of Olympus Corporation, we shot the Earth from space using the Olympus SLR "E-3" to share with society an opportunity to think about how precious the Earth and its environment really is.
Creating newsworthy content and careful media planning that positioned the web as the vessel for all activities created a synergy effect, leading to high consumer interest and greater recognition for Olympus products.
