Together with Olympus, we decided the best way was to put our money where our mouth is – so we did a demonstration of the camera’s features in front of a live audience at a camera fair.

We placed the camera in a washing machine that was filled with water and set it to "spin". We then took it out and played back the images and video that was captured to ensure it was still working.

There were 12 major camera brands vying for share of voice but Olympus caught everyone's attention.Sales mix of the SW series doubled from 10% in 2006 to 23% in 2007.Olympus won the 'Advertiser Of The Year' award in 2007.This recorded demonstration is now being played in camera outlets nationwide.Olympus plans to use this demonstration idea around the world.