The Leica 'Sharpest Details' Campaign Closes Up on Imperfections
Armida Ascano — December 9, 2010 — Marketing
References: advico.ch & ibelieveinadv
The Leica 'Sharpest Details' campaign gives a real feel for what the company is all about. Leica produces cameras and other photography supplies that boast an almost unnatural ability to capture complete details up-close.
The Leica 'Sharpest Details' campaign capitalizes on this quality by showing magnified shots of textured surfaces. Each shot is blown up to billboard size, showing an image of imperfections captured impeccably by a Leica camera.
Implications - Businesses who can accurately and easily portray their concepts or products to consumers will be at an advantage compared to others. A consumer is more likely to be drawn into a product whose characteristics and qualities are experienced before purchase. A consumer is much more likely to feel confident in a purchase with which he or she knows what to expect.
The Leica 'Sharpest Details' campaign capitalizes on this quality by showing magnified shots of textured surfaces. Each shot is blown up to billboard size, showing an image of imperfections captured impeccably by a Leica camera.
Implications - Businesses who can accurately and easily portray their concepts or products to consumers will be at an advantage compared to others. A consumer is more likely to be drawn into a product whose characteristics and qualities are experienced before purchase. A consumer is much more likely to feel confident in a purchase with which he or she knows what to expect.
Trend Themes
1. Texture Marketing - Using the texture of products as a marketing tool to highlight unique qualities and features.
2. Magnification Imaging - Applying magnified and close-up shots to showcase imperfections and details with exceptional clarity.
3. Experiential Advertising - Providing consumers with an immersive experience that allows them to interact with and feel the product before purchase.
Industry Implications
1. Photography - Introducing innovative cameras and photography supplies that offer exceptional detail capture and magnification.
2. Advertising - Designing and implementing campaigns that creatively magnify products and services to provide an immersive experience for consumers.
3. Consumer Goods - Providing consumers with products that offer unique textures and qualities that can be magnified and showcased in creative advertising campaigns.
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