LEICA CAMERA: OPTICAL ZOOM

The advert titled OPTICAL ZOOM was done by ADVICO YOUNG & RUBICAM advertising agency for Leica company in Switzerland. It was released in the June 2008. Business sector is Home electronics & audio-visual.

Credits:

• Type Of Entry: Use of Media
  Category: Best Use of Outdoor
  Title: OPTICAL ZOOM
  Advertiser/Client: LEICA CAMERA
  Product/Service: LEICA V-LUX 1 CAMERA
  Advertising Agency, City: ADVICO YOUNG & RUBICAM, Zurich
  Country: SWITZERLAND
  Media/Advertising Agency, City: ADVICO YOUNG & RUBICAM, Zurich
  Country: SWITZERLAND
  
  
  Credit Details:

  Name	Position	Company
  Urs Schrepfer	Executive Creative Director	Advico Young & Rubicam
  Christian Bobst	Creative Director/ Art Director	Advico Young & Rubicam
  Johannes Raggio	Copywriter	Advico Young & Rubicam
  Isabelle Hauser	Art Director	Advico Young & Rubicam
  Sandro Breu	Account Supervisor	Advico Young & Rubicam
  Oliver Bachmann	Advertiser`s Supervisor	Leica Camera

  
  
  Innovative Media Strategy:
  Create a campaign that enables people to experience the zoom function of the Leica V-Lux 1 and extends the leadership position of Leica in the area of photo optics. Do this in a way that uses the conventional poster medium in an unconventional way.
  
  
  Creative Execution:
  We played with the environment of conventional billboards: the posters reflected their actual surroundings exactly, but enormously enlarged. In this way, we allowed viewers to look through the zoom lens of a V-Lux 1 without having one.
  
  
  Target Audience:
  This campaign addressed the wide target group of hobby photographers at highly-frequented public places. The variety of backgrounds, and their corresponding enlargement within the posters, surprised consumers again and again.
  
  
  Effectiveness:
  The campaign was talked about in numerous blogs and web forums. It was taken up by the press, even in financial newspapers. As a consequence, requests for the camera increased substantially among retailers.