(1) We created a corporate advertisement focusing on our digital camera products. It introduced these products in a three-part series from three standpoints: design, weather proof, and user-friendliness. We intended to leave a strong impression with readers by using a unique layout with products placed in the center of the page against copy written in the style of newspaper articles.

(2) We wanted to establish the Olympus brand image and personality. We attempted to do so by clearly specifying our policies for product development and sharing the technological breakthroughs we have achieved. However, achieving this in an ordinary product ad is very difficult. We chose The Asahi Shimbun as our advertising medium, as it gave us the freedom to advertise in accordance with this strategy.

(3) We chose The Asahi Shimbun because many influential people are subscribers, and because it targets an upscale audience that can counted on to grasp the intended appealing points. We also expected a greater response from Asahi Shimbun readers to advertisements for digital cameras than from readers of other newspapers.

(4) The biggest response in recent years has come from readers via telephone, e-mail, and letters. The number of visits to our website has also increased, which suggests that the advertisements attracted considerable attention.

(5) We got great response from consumers as well as our company staff. The advertising is highly evaluated as a corporate ad campaign that also helped increase sales of the products advertised.

Takashi Masuda
Group manager
Corporate Advertising Group
Advertising Department
Brand Strategy Department
Corporate Center