Agency: Bonfire Creative Intelligence
The latest Olympus TV campaign – created by agency Bonfire Creative Intelligence, part of Envibra Group – is launching this week to promote the Olympus VN-5500PC DNS digital voice recorder.
The 30-second ‘Read My Lips’ advert is aimed at students and will feature in-between popular TV shows across five TV channels until October 3, 2010.
The voice recorder comes with Dragon Naturally Speaking transcription software that effortlessly converts recorded speech to text. Instead of sitting at a PC for hours, the recorder allows users to dictate their documents where and when they like, downloading them to a PC later for conversion at the rate of 160 words per minute, with 99 percent accuracy.
The script includes the line ‘Read my lips’ which appears on the heroine’s t-shirt, the report cover, etched into the desk in the press ads and is also an integral part of the on-and-off-line media strategy.
This was a tactical point-of-reference that supported the voiceover ‘Why type when you can talk’; both lines relating directly to the functionality of the hardware/software combo.
“The Olympus VN-5500PC DNS is a superb product and it needed a different approach to ‘your standard ad’,” said national marketing manager for consumer products at Olympus, Mark Thackara.
“We feel that the TV advert combined with social media sites and YouTube interaction will result in an engaging campaign that will create awareness of both this ingenious product and the Olympus brand.”
The advert, along with spoof ads, behind the scenes footage and photos, can be viewed on YouTube (youtube.com/olympusreadmylips) and Facebook (facebook.com/OlympusReadMyLips).