Olympus advertising campaign

Integrated TV, and digital,product and brand advertisingcampaign for Olympus.

Targeted campaign led to 200% uplift in sales of the product and wider range.

Targeted campaign led to 200% uplift in sales of the product and wider range.

A wonderful narrative driven story with high-end production.


With such strong brand equity in its cameras, Olympus needed a creative and compelling campaign to promote the DNS voice recorder which, as it was bundled with Dragon naturally speaking software, was able to convert speech into text at an impressive 160 words per minute.


Together Bonfire's 'Read My Lips' concept, and the carefully crafted media plan, aims the product squarely at the core student market. The finished advert was founded on a high quality, rich filmstyle script and concept that combined a classic mix of humour, storytelling and sex.

By working closely with the film directors to draw on cult film references to bring the story to life, and throw in a couple of Hollywood-style continuity errors for good measure, we not only drew the audience into the story but also effectively communicated the incredible time saving attributes of the product, its portability and ease of use.

The campaign was also pushed out through various student press and a number of digital channels to encourage interaction and engagement.


During the campaign, sales increased by 200%. The uplift was seen not just with the specific product advertised, but with other Olympus products in the same category.

A great concept, developed and refined into a film-like story under an experienced cinematic directorial team, DoP, production manager and production facilities.

As a branding consultancy Bonfire’s approach was very different; analytical in its deduction and highly creative in its application. Bonfire brought a refreshing and enlightened approach to what was a challenging brief. From the start they were open, inclusive and honest. The Olympus VN-5500PC DNS is a superb product and it needed a different approach to ‘your standard ad’. We feel that the TV advert combined with social media sites and YouTube interaction resulted in an engaging campaign that raised awareness of this ingenious product and the Olympus brand.

National Marketing Manager, Olympus