Client: Pentax UK
PR Team: Harvard Public Relations (HPR)
Campaign: Launch of digital camera range, SLR and zoom compact versions
Timescale: September 2000 - ongoing
Budget: pounds 15,000
The digital camera market is one of the most competitive consumer
technology sectors. Analysts predict that its revenues will have taken
over the traditional film camera market by the end of this year.
To maintain brand loyalty among Pentax's existing customer base (adults
aged 35-55) and target 'early adopters' aged 25-plus. To support
Pentax's brand values and world-class reputation.
Strategy and Plan
The challenge facing Harvard was to pinpoint a relevant message at a
time when Pentax could have been considered late on to the market with
its product. Instead of announcing Pentax's 'first' digital camera,
Harvard focused on functionality and form, highlighting lens quality
over number of pixels and positioning the Pentax digital camera as equal
in image quality to traditional film cameras.
The launch took place at Brands Hatch racing circuit, where journalists
could try out the products themselves. With media split into groups
according to publication, two Pentax spokespeople were assigned to each
group, giving comprehensive information about the new products.
Measurement and Evaluation
About 75 per cent of those invited attended the event, leading to 100
per cent coverage in first-tier media, including The Sunday Times, The
Guardian and the Daily Mail, and in lifestyle magazines such as FHM,
Boys Toys and T3. A further 68 pieces have since been written in
regional and photographic media and reviews have also appeared on Sky
TV's The Right Stuff and on The PC Programme (Carlton TV).
Pentax received ten awards for 'best buy' in 2000, but PR showed its
worth when market research conducted by Pentax revealed editorial
coverage had yielded more consumer recall than advertising.