Olympus wanted to promote its waterproof and shockproof range – the SW series, to camera buyers looking for a hardy travel camera.

The trouble was, many camera brands also have similar-type cameras. Our challenge was to show why the Olympus µ770SW should be their camera of choice.

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.

We let the camera thrash about in a washing machine that was filled with water and set 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.