The product:
Panasonic Lumix GF3 is an ultra compact system camera, which provides high image quality, almost as high as a big professional (SLR) camera does.
The challenge:
To advertise the main product benefits: light weight, great image quality and touchscreen.
The solution:
We decided not to base on the boring technology and basically invented a world, where SLR cameras have gone out of data so far, that the only use one can get of this bulky equipment is to... use it as a free weight in gym!
Mechanics:
The main hero of the campaign was Alexey Sukhous, russian bodybuilder, who has been keen enough to invent a revolutionary training system, based on his own "Photocorpuscular Theory".
to obtain a dream body from scratch, using the weight and special powers of... old cameras lenses. He even opened his own fitness club "Zerkalochka", were he trained people how to really make some good of these oldschool SLR cameras.
Teaser stage
Alexey started to propagandize his unique methodology with youtube videos, which quickly drove public interest to his project.
He opened his own power-club "Zerkalochka" and developed a web-site with a corporate identity, offering an information on his bodybuilding system.
The "Zerkalochka" gym advertise went viral and blew up the Youtube
Alexey opened his own blog on sports.ru, finally showing users how to rip t-shirts!
Alexey launched his page on vk.com (the main russian social network), providing his fans with brutal quotes, dramatic gym photos and updates on the methodology.
Sykhous offered a gym membership on his website and had a discount coupon on the biggest russian coupon servise.
Reveal stage:
Alexey decided to quit sport and become a photographer.
Three main rules of his training system have turned out to be a three unique anvantages of Lumix GF3 camera.
The website of Zerkalochka gym changes to Lumix GF3 promo-page:
Users, purchased the Zerkalochka membership, automatically qualified for a discount to get Lumix GF3.
The results:
The reveal video was the last one from Alexey Sukhous.
- 640 000 views on Youtube
- 110 000 unique site visitors
- over 4000 comments
- 3000 subscribers to Panasonic brand news
- 89 coupons for a discount to get Panasonic Lumix GF3 sold
