We wanted to raise the awareness among Olympus users and new consumers for the excellent performance the Olympus product promises and for the global environment by communicating how the products have passed stringent performance tests of JAXA and NASA, which are among the hardest to pass in the world, and by having the product be used in space.

The concept of this unparalleled commercial shot in space featuring Aoi Miyazaki, an actress who represents Olympus in its commercials, and Japanese astronaut, Koichi Wakata, is "Let's rediscover our planet". We live on planet Earth without giving it much thought, but by 'rediscovering' the planet, we hoped that people would think again about the precious planet and its environment. We created buzz by only broadcasting the commercial on Space Day (September 12) in Japan, which helped heighten the audience's interest.

We were able to draw society's interest by timing the launch of Olympus SLR 'E-3' into space with the Japanese astronaut's departure and long-term stay at the International Space Station. The 'Photo exhibit on Earth' that was held after the astronaut returned from space featured photographs he had taken from space with the 'E-3' was well reputed.

The commercial featuring Aoi Miyazaki, a well-known actress in Japan, and the astronaut was covered in the news on TV, newspapers, magazines, web, and blogs. Its impact and audience-friendly communication gave way to a synergy effect that helped raise recognition for the high performance, reliability, and compact, light-weight body Olympus product promises.