To reach the target group, we need to do the communicating where they are commonly found. We chose zoos, because that is where you normally come across families (photo example: “Hagenbeck’s Tierpark Zoo” in Hamburg). “Camouflaged” advertising measures are added to the info panels with explanations of the animals in the enclosures. In the style of the official Hagenbeck’s Zoo panels, Olympus presented animals that are only a few millimetres large. Resolution: See more with 20x zoom. Olympus SP-560 UZ.

Within a short space of time, for visitors to the zoo the Olympus SP-560 UZ had become synonymous with ultra-zoom cameras. Photo stores registered a significant increase in the number of queries for the “camera that can even take pictures of ants”.